UK-based luxury skincare brand
Elemis has partnered with premium London department store
Harrods to launch a new retail boutique.
Found in the White Hall on Harrods’ ground floor, the store is designed to be the first expression in the UK of Elemis’ fresh new brand identity and concept.
Proudly bold and British, the design is based on a Georgian architectural language with detailed millwork, arched bays and floor tiles reminiscent of grand townhouses and members-only clubs.
The design is infused with iconic emblems of the London landscape, namely the small phone box to house the Harrods exclusives, and a chic salon wall that tells the brand’s story.
The boutique also features a bespoke wallpaper print created in collaboration with Morris & Co.
Taking inspiration from the work of British wallpaper and textile designer William Morris, it also serves as a background texture and base for the exclusive Harrods x Elemis collection packaging.
As a contrast to the traditional architecture, the product fixtures become modern and minimal in design, with clean lines and simple geometries.
One hallmark of the space is the HD Skin Consultation area. Home to state-of-the-art technology in facial mapping, customers are invited to kickstart their journey with a complimentary HD Skin Consultation.
The boutique also houses a medical-grade Elemis HD Skin Reveal Camera – a diagnostic tool that provides an in-depth analysis of the skin.
Combined with a lifestyle consultation, the Elite Skincare Specialists create a personalised skincare plan to target individual concerns and help achieve skincare goals.
“We’re delighted to be launching Elemis into Harrods,” said Noella Gabriel, Elemis global president and co-founder.
“A celebration of two British icons born in London, our partnership pushes the boundaries of beauty, with skincare that harnesses the best of British, from locally-sourced ingredients to cutting-edge formulations, developed in London and made in England.
“Our launch into Harrods offers the best-in-class skincare services and wellness experiences and provides access to the most exclusive Elemis product launches.”
To kick off the exclusive offerings, Elemis has launched its new Dynamic Resurfacing Skin Smoothing Essence which is only available at the Harrods boutique.
The new lightweight milky essence is designed to smooth and visibly boost brightness for a smooth complexion.
“Like Harrods, Elemis continues to lead the way in beauty innovation,” added Gabriel, “this is just the beginning of a very exciting journey together.”
