The Olay concept store in Warsaw, Poland was Procter & Gamble’s vision to create an in-store presence to globally introduce Olay skin care worldwide. The Olay Global story is about consistent and cohesive delivery of the brand expressed in all design elements from shelf to counters through in-store. The first impression of the space is a powerful opportunity to introduce the shopper to the brand identity and essence in a captivating and compelling way. This opportunity carries with it the responsibility of filtering out a potentially cluttered surrounding, narrowing the viewer’s attention exclusively on the brand. It sets the stage, narrows the focus and establishes the mood and space for the customer experience.