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A new global retail strategy for ELEMIS London

by Arun Shirishkar

ELEMIS London and New York based creative branding agency School House, known for its bold visual concepts have come together to explore the brand’s values and bring them to life, conceptualizing a global retail strategy that expresses ELEMIS’ philosophical approach through a series of immersive store openings through 2020-2021.

The New Look Of ELEMIS
The revamp of the Elemis stores is inspired by the concept of ‘Augmented Time’. It is envisioned to be a permeable conversation between British heritage, the present client, and future innovation. The design mirrors Elemis’ brand ethos: elevated, fundamentally British, with striking modern elements and serene touches that recall our connection to nature. Each space invites visitors to engage with modern services, legacy design, and future-driven technology, uncovering visual odes ranging from classic British heritage to modern architecture, to vibrant graphics and natural elements.

Elements and in-store features are designed keeping in mind a British feel and international appeal in ELEMIS tonality to recall the brand’s heritage and highlighting the brand’s most iconic products.

From The Founder’s Desk
“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.”

The Perfect Match
The partnership of ELEMIS London is a natural fit for School House, known for their work with brands that innovate as they look to the future. Drawing inspiration from the interplay of time and aromatherapy, the first two stores in ELEMIS’ retail journey — Jakarta and Thailand — are the proof of concept for ELEMIS’ forward-looking strategy. Whilst the growth of many other beauty brands has remained stagnant due to government-mandated lockdowns and decreases in consumer spending, ELEMIS is looking to the future with excitement. With the support of L’Occitane Group, the experts in retail store experience, ELEMIS is set for a rapid global expansion.

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