How do you make a massive splash in the middle of New York’s Times Square? You bring the desert to the city.
When haircare brand Dae partnered with The Bernard Group (TBG), they wanted to break away from traditional retail displays and create an experience as premium and memorable as the brand itself.
Their previous endcaps were functional but familiar. For their upcoming Sephora launch, Dae needed a custom retail display that would capture attention and bring its desert-inspired identity to life.
What began as an elevated endcap concept quickly became something much larger: an immersive retail experience and Times Square brand activation that transformed a product display into a destination.
Here’s how TBG brought Dae’s vision to life through experiential design and visual merchandising in New York.
Creating an Immersive Retail Experience Through Experiential Design
The concept evolved from early sketches and desert-inspired elements into detailed 3D models featuring terrarium-style details, organic textures and calming tones. The design was built to scale from a Sephora endcap into a larger experiential retail activation.
“The core inspiration for the design was a dreamy, serene ‘Desert Bathroom’ aesthetic,” said Senior Principal Designer, Adam Tolsma. “To help Dae stand out, we moved away from flat graphics and focused on experiential storytelling, inviting customers into a relaxing ‘showering in the desert’ environment.”
By combining retail display design, brand storytelling and creative fabrication, TBG transformed a standard fixture into an immersive brand moment.
Custom Retail Displays Built Through Innovative Fabrication
Bringing the Desert Oasis concept to life required precision, craftsmanship and advanced manufacturing techniques.
“To make a simulated environment feel premium enough for a flagship location, the technical fabrication had to be flawless. Our team utilized innovative manufacturing techniques to bring the desert vibe to life” — Account Manager, Ben Corbett
The final display combined dimensional elements, custom materials and specialty finishes to create a tactile experience that encouraged shoppers to stop and engage.
Retail Display Design Highlights
- Dimensional Tilework: TBG created a custom shower nook using printed tiles and CNC-routed grout lines, adding realistic depth and architectural detail.
- The “Terzo” Finish: To achieve a polished stone and terrazzo-inspired look, TBG used a specialized hot hydro-dipping process to transfer custom prints onto metal for a seamless, premium finish.
- Premium Detailing: Five custom, replaceable wood-look graphics completed the display, reinforcing the organic, high-end aesthetic.
“I really can’t believe I still get emotional seeing dae in Sephora after six years!!!!!” – Amber Fillerup Clark, dae’s founder
Scaling a Retail Display into a Times Square Brand Activation
The strength of the Desert Bathroom concept quickly expanded beyond the original Sephora endcap. To capitalize on the heavy foot traffic, TBG transformed the design into a full-scale holiday activation in the rotating atrium outside the Times Square Sephora entrance.
“DAE IN TIMES SQUARE 💖 From the desert to the city lights—our pop-up at Sephora Times Square was a dream!” – daehair
In one of the world’s busiest retail environments, the installation brought Dae’s brand story to life through immersive elements, including:
- Life-sized desert plants
- A custom interactive tub feature
- Illuminated wall graphics
The result was a stop-and-stare experience that turned shoppers into active participants in the Dae brand story.
The Impact of Experiential Retail Design
The Dae collaboration shows how experiential retail design can transform traditional merchandising into memorable customer experiences.
By moving beyond standard graphics and creating an immersive narrative, TBG helped Dae stand out on the Sephora shelf and command attention in one of New York’s most iconic retail locations.
This project highlights how innovative retail fabrication – from CNC-routed elements to specialty finishes and custom-built environments – can elevate brand visibility and create meaningful customer interactions.
For brands looking to make an impact in competitive retail environments, the Dae Desert Oasis proves that the most effective displays don’t just showcase products. They create experiences customers remember.
Let’s build something extraordinary together. Whether you’re looking to elevate a standard Sephora endcap or take over Times Square, our team of designers and master fabricators are ready to bring your vision to life. Contact The Bernard Group today to discuss your upcoming project and discover what’s possible.
