Crabtree & Evelyn has opened a new concept store in its King’s Road pop-up space in London, 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.
Designed by Dalziel & Pow, the new store represents the 'Botanist's Home', with a welcoming and residential feel. 'The goal is to provide a retail experience that appeals to, and engages with, the contemporary lifestyle of the new target consumer,' says a spokesperson for Dalziel & Pow.
The temporary retail space features a fragrance garden and music to create a sensorial experience, inspired by nature. It also includes curated product stories and product testing counters to encourage customers to sample products.
'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,' says the spokesperson. '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.'