Crabtree & Evelyn has launched a new concept store in its King’s Road pop-up space for a limited time, using it as a test space to develop new ideas, ahead of future store openings.
Inspired by the brand’s English heritage with a contemporary twist, the concept has an inviting domestic feel and an enhanced focus on product storytelling and exploration. The new store designed by Dalziel & Pow will represent the ‘Botanist’s Home’, with a welcoming and residential feeling. The goal is to provide a retail experience that appeals to and engages with the contemporary lifestyle of the new target consumer.
Crabtree & Evelyn’s aim is to create a place that evokes moments of exploration and discovery, increases time spent with the customer while showcasing artistic nature. The new store concept represents a modern disposition that will attract both female and male consumers alike and encourage gifting as well as personal indulgence.
Key features of the pop-up include:
-A dedicated fragrance garden
-Curated product stories
-Product testing counters, encouraging customers to sample products
-New lighting system
-Central, integrated service desk
-‘Nature Sounds’ music to create a sensorial experience, inspired by nature