Liberty Beauty Hall



Luxury London emporium, Liberty is known and trusted the world over for its unique and democratic edit of the most desirable brands. When Liberty approached 20.20 for help redesigning their expanded Beauty Hall, our team understood that a building as theatrical as Liberty required an equally dramatic design story inspired by the brand’s heritage. With access to an illustrious archive of patterns and colours for fashion collections, we knew just where to start.


We collaborated with experts from the world of theatre to create an inspiring department nearly twice its original size. Exploring a visual palette drawn from our reference libraries, we struck a balance between old and new, juxtaposing antique furniture with modern, organic shapes to invite discovery and reference the possibility of personal transformation. Our concept is sensitive to the weighting of brands, defining Liberty as an authoritative host within an intimate department, revered as much for its artistry as its collections.


+ Achieved a significant transformation within the strict restrictions of a Grade II listed building
+ Increased footfall in the Beauty Hall created a notable ‘halo’ effect on other departments

“From the first day of launch it has felt like this department has always been here, it has married perfectly to the look of the room, so thanks so much to 20.20 for that. It has been an incredible success and it is an absolute pleasure to buy for this department.” – Sarah Coonan