Store of the future. The Body Shop

 
The Body Shop asked us to create a new store design to provide a unique, differentiated brand experience.

 
Challenge

The Body Shop wanted to re-establish itself as the first choice for natural, ethical beauty products. Revitalising the brand for the target audience, encourage consumers to reconnect by providing multiple opportunities for engagement within store, and provide a ‘Wow’ that gave reasons to rediscover.
 
Insight
To create a forward thinking, contemporary new ‘home’ for The Body Shop, departing from a formatted chain of stores to create a unique boutique concept that is a place of social interaction and conversation.
 
Solution

Based on new brand positioning statement - Beauty with heart, we created a store concept called ‘Open Kitchen.' The kitchen is the heart of the home and provides a, social, versatile and vibrant space where people gather, create and share. 

The concept was also a return to basics, as it was in her kitchen, that founder Anita Roddick began creating her products.

Our designs reflected the look and feel of a kitchen space. Our use of natural materials provided a contemporary and welcoming environment. An oversized, iconic central table provides the ‘stage’ for all in-store events and customer engagement.
 
Results

• Our store designs have been implemented at over 100 locations across the UK and we have also been looking at designs for stores globally
• One year after the launch sales have increased by 8%, transactions by 10% and there is a decrease in the use of discounts
• Shopper observation shows an increase in browsing and customers are spending more time investigating and discovering the products