Until last week my favourite and most fun shop experience would have been the Lush shop on Oxford Street.
It isn’t anymore. It’s the new Lush shop on Longacre in Covent Garden!
The new concept takes everything that has always been so special about the Oxford Street experience and has wrapped it up in a really excellent new shop design. The concept has all the same familiar product segments and experiences but with a styling that accentuates and sharpens the brand proposition.
The Lush shops have always been about discovery. The vibrant wall displays with bold colours, and chalk board graphics pull the customer through the space, whilst the irresistible displays & interactive samples stop the customer at every step to examine their new discoveries.
The new concept is still built around the journey of discovery but the bolder and more powerful wall displays create a stronger and clearer next step. The wall decor and retro-fixturing create distinct focal points where simpler displays showcase dazzling colour spectrums, whilst the sharper chalk graphics make the attraction more immediate and distinct.
Bath bomb and soap walls take the impact of the product colour palettes to an extreme, elevating these important product destinations to hero status.
And whilst the walls are bolder, the tables and floor fixtures create more intimacy. The deli influence is still there and made even more enticing through a range of new props and interactive displays. Here the boldness of the product and packaging are also used to create a clarity around each display.
Overall the boldness throughout adds authority to the brand proposition, revealing powerful assortment categories and ranges that may have gone under the radar in the previous shop concept.
There are new things to marvel at as well, from the florist shop, to the music wall, and the stairway to the Spa area now becoming an important commercial feature of its flagship stores.
And of course the shop floor is populated by the familiar, friendly, and enthusiastic shop colleagues, eager to share and demonstrate.
They clearly love their new theatre of cleans, with all its re-vitalised and refreshed tricks & turns. Why wouldn’t they? I’m sure you’ll love it too.
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