Where Has All The Colour Gone?

As more and more stores pop up, the rainbow seems to be disappearing as neutrals begin to take over the retail space. As products, homes and clothing get duller we’re looking at the people putting a colourful stamp on today’s retail environment.

Risk free retail:

Stone, fawn, pumice, mocha… beige has evolved into a full spectrum of muted tones. At its core is a shift to consumerism and cost efficiency, with neutrals being cheap to produce and highly reliable when selling, they provide a safe route and in the midst of a cost of living crisis, there’s one thing no one wants to do… take risks.

Sustainability still remains a major factor in retail, with neutrals being easily recyclable, they create a blank canvas, allowing stores to be rebranded or dismantled with minimal waste and little disruption.

However the power of influence can’t be ignored and in a digital age aesthetics spread fast. With micro trends such as the ‘clean girl aesthetic’ and ‘scandinavian style’ being supported by celebrities, it’s a recipe for a beige boom. Kim Kardashian embodied the minimalist life from her home to her brand Skims, which has led the framework that many others mimic, similarly Hailey Bieber launched her skincare brand Rhode which features a range of entirely grey and white product.

As consumerism increases and economies remain in crisis, brands are going to have to think of new ways to implement colour.

Darian DiCianno: BFA

The power of the pop-up:

However, not all was lost. Pop-up’s have become a temporary solution, with a short lifespan they eliminate the fear of risk giving brands the freedom to experiment, especially with colour. With low stakes, brands that may normally harness neutrals can switch it up…

Rhode recently took over Gran Folies beach club in Mallorca, creating a lemon yellow haven to showcase the launch of their summer lemontini collection. For a minimalistic brand, yellow definitely came as a shock, but as a trending colour, the event and collection has since gone viral.

@Skinbyrhode

Skims switched out beige for pink in their 2025 valentines day pop up. Set amongst the grey of New York city the monochrome pink room offered a colourful break, heavily contrasting their New York flagship which takes a minimalistic neutrals approach.

SKIMS shot by Shop Daily Drop

The pop-up has also taken over the luxury retail space…

June 2022 saw the Jaquemus ‘Le Bleu’ pop-up which played on the swimming pool, with surfaces tiled, sink features and glass made to look like water, it was by far one of the most creative pop ups from the brand.

Jaquemus: Jasper Fry

Balenciaga are commonly known for their black monochromatic aesthetic however they’re definitely not scared to get a bit weird, especially when it comes to their pop ups. 2022 saw their LeCagole bag pop-up, an entire room of pink fluffy fabric, from the shelves to the floor, a deep contrast to the plain black.

Balenciaga

Neutral kills narrative…

When you think of grey what brand do you think of?… Rhode, Apple, Sony, Net-a-Porter? With colour being vital to brand identity, with regards to brand association and distinction, it is important to ask why brands are choosing to sacrifice this?

Beauty brand Glossier created a world of pink from their iconic shade, from marble surfaces to the products themselves it features everywhere, making it an iconic destination for many. Their LA store also features a giant brand logo spread across the pink exterior, making it clear that some brands definitely aren’t afraid of being bold.

Glossier

Louis Vuitton takes a different approach to colour, instead associating with the whole spectrum, emphasised under Virgil Abloh’s creative direction. In 2022, the exterior of Vuitton’s Bond Street store was transformed into a colourful explosion, creating a moment amongst the grey of London. This same approach has been seen in their pop-up’s, notably their collaboration with Murakami which utilized an orange monochromatic centre point.

Louis Vuitton

Returning the rainbow

Despite the reliability of the neutrals, it is undeniable that colour remains an important element of retail…

Colour creates connection and emotion, for brands to forge strong customer loyalty, positive colour association is important.

Wayfinding provides a subtle yet functional way to introduce colour, supporting sectioning whilst creating impact.

Social media remains one of the most important tools in brand promotion, bold instagrammable moments, such as Paul Smith’s pink wall in LA, provide a vibrant marketing tool.    

Overall, despite the so-called ‘beige boom’, colour still plays a key role and when it shows up, it makes an impact. While neutrals are more cost effective and reliable in today’s consumer-driven market, pop-up stores provide a risk free alternative that allows brands to experiment with colour in a cost free way. That said, colour isn’t going anywhere, with its vital role in brand association it’s a retail necessity that if anything, is only going to take over.