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ELEMIS celebrates new retail strategy

The design mirrors ELEMIS’s brand ethos: elevated, fundamentally British, with striking modern elements and serene touches that recall our connection to nature.

The innovative, global British skincare brand ELEMIS partnered with noted New York creative branding agency School House to conceptualise a new retail strategy, which merges the aesthetics and design of ELEMIS' history with the luxury and modernity at its core. It will result in a series of immersive store openings through 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’s brand ethos: elevated, fundamentally British, with striking modern elements and serene touches that recall our connection to nature. Each space invites visitors to uncover visual odes ranging from classic British heritage to modern architecture, to vibrant graphics and natural elements. 

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. 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. The international appeal of the store is brought to life with globe-inspired chandeliers, an outward-facing digital ticker of ‘live’ service offerings meant to recall train station notice boards, and an iconic London phone booth refinished in ELEMIS tonality to recall the brand's heritage and highlighting the brand's most iconic products.

Christopher Skinner

Founder and Principal of School House

We began our exploration of ELEMIS' rich and varied brand ethos by asking ourselves: how can the sensoriality of scent affect results in retail? 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.

ELEMIS is looking to the future with excitement. With the support of the L'OCCITANE Group, the experts in retail store experience, ELEMIS is set for a rapid global expansion. With the newly defined brand codes and service protocols, including the groundbreaking 'No Touch' Facial, developed in response to the pandemic and utilising the patented ELEMIS Biotec technology, there is a robust and focused pipeline, which will see new locations open across Asia–Pacific, Europe, Middle East, and Africa and the US over the next 12 months.

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.

Marc Gallagher

ELEMIS Chief Brand and Digital Officer

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 behaviours as the ultimate articulation of ELEMIS.

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