Fenty Beauty Lane

Fenty

Fenty Beauty Lane

Rihanna’s world, painted onto Melbourne’s walls.

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Rihanna’s Fenty Beauty has officially landed in Australia, with Fenty Beauty Lane opening as a dedicated shop-in-shop at Myer Melbourne. The brief called for a concept store inspired by Melbourne’s laneways and artistic culture, something entirely new for Myer, positioning the brand at the heart of the city’s beauty scene with an unapologetically edgy tone, different from anything the department store had done before.

Working from the brand’s design intent, Dashing took the concept through to full realisation for this permanent retail space. We delivered the structural build, engineering, permits, licensing and compliance, along with high-quality fixture production and fit-out – including bespoke floor tiles with custom metal inlay and concrete-effect wall rendering to capture the laneway aesthetic.

Our team also crafted the highly theatrical 3D props that give the space its personality, from a custom scissor lift to suspended spray cans and paint splats, engaging artist Jeswri to hand-paint the pieces and bring the mural and props to life.

All production was completed in-house, with Dashing managing every stage through to installation. The result is a striking, immersive space that reflects Fenty Beauty’s identity while paying homage to Melbourne’s creative spirit.

What our clients say

Great team, personable service. No job is too big or too small, and is always delivered on time and to your brief. It's hard to find suppliers that really care and give everything 110% but these guys do. If they get it wrong, they will do what it takes to get it right, one of my preferred suppliers within Australia

Katrinas BurnsSheridan

Great execution iFit and Dashing team - looks stunning and a great engagement piece for our Rebel customers!! What’s most pleasing for Rebel and iFit is conversion rate and sales productivity!!!

Gary WilliamsRebel Sport

Dashing have grown from being a print provider to an overall service provider. From 2 dimensional print to 3 dimensional display. Supporting with creative inception and solutions to production and installation. We enjoy the partnership and experience of the Dashing Team

Jason TyrrellCountry Road Group

We’ve worked with Dashing on a number of projects. They’ve really taken the time to understand the complexity of our retail footprint and needs as a business. They have an attentive approach and we’ve leaned on their skill on all angles from creative development, production, and bump in. Dashing never cease to amaze me, diving headfirst into bringing innovative ideas to the table and turning them into award winning in-store activations.

Crystal MelvanAustralia Post

Troy and the Dashing team are the perfect match for Luxottica. With our ever-changing Campaigns and fast paced environment, the team are always on hand and ready. Dashing for me has been the biggest support system and strength to our business. I recommend them to any retailer looking for small- or large-scale print, project management, design work and account management. The possibilities are always endless with Dashing

Nic SalernoLuxottica