Elemis London tapped School House, the New York-based creative branding agency known for its bold visual concepts, to explore the brand’s values and bring them to life, conceptualizing a global retail strategy through a series of store openings in 2020-2021. Inspired by the concept of “Augmented Time,” the stores are a permeable conversation between British heritage, the present client, and future innovation. Within the newly envisioned physical spaces, Elemis clients are invited to engage with modern services, legacy design, and future-driven technology. The design mirrors Elemis’ brand ethos: elevated, fundamentally British, with striking modern elements and serene touches that recall our connection to nature.
“We began our exploration of Elemis’ rich and varied brand ethos by asking ourselves the same question of which the brand asked itself during its founding days, ‘How can the sensoriality of scent affect results in retail?'” says Christopher Skinner, founder and Principal of School House. “We uncovered the striking base, heart and top notes that make Elemis profound, bold, and memorable. This helped to create a scalable retail strategy that engages the consumer’s needs and emotions at the same time. It’s an ecosystem where branding lives within the physicality of the space, in much the same way that Elemis creates its beautiful, natural products.”
Elements like a central sink were designed to recall a natural pond, framed by the architectural interplay between modern free-floating organic fixtures and traditional, Georgian-inspired structures.
Each retail space invites visitors to uncover Elemis’ visual odes ranging from classic British heritage to modern architecture, with vibrant graphics and natural elements.
In-store features highlight the service-first approach with a physical/digital salon wall, molecular taxonomy bar, and an Instagrammable private treatment space for spa services.
Government-mandated lockdowns and decreases in consumer spending have stagnated the growth for many beauty brands, creating uncertainty about the future; however, Elemis is looking to the future with excitement. Leveraging the support of L’Occitane Group, who acquired the brand in early 2019 and are experts in the retail store experience, Elemis is set for a rapid global expansion. With newly defined brand codes and service protocols, including the groundbreaking “No Touch” Facial, developed in response to the ongoing pandemic and utilizing patented Elemis Biotec technology, there is a robust and focused pipeline. The new retail locations are set to open across APAC, EMEA, and the US over the next 12 months.
Marc Gallagher, Chief Brand and Digital Officer, says, “Following an evolution and re-imagining of the brand, the new Jakarta boutique brings to life our new vision for modern retail selling and customer experience to deliver a bespoke brand expression. As we look to expand our retail footprint globally, local consumers should expect a unique experience that tailors our brand codes to regional shopping behaviors as the ultimate articulation of Elemis London.”
The partnership is a natural fit for School House, known for their work with brands that innovate as they look to the future. “In a time of lockdowns and retail stagnation, this strategy moves forward,” says Skinner. “This opens up space for Elemis to grow boldly, imagining how stores and services can safely grow beyond this current moment.”
