British skincare brand Elemis will open a The House of Elemis location in Miami in June 2016. The brand’s second location for its flagship wellness and retail outlet will be similar in look and feel to the original London location, but will be three times the size.
The House of Elemis debuted in London in May of this year, and is designed to reflect the brand pillars – ‘the very best that science and nature can offer’ – leading to natural materials being blended with textural lighting, artisanal glass, ceramic work and innovative design.
The skincare brand is using the same designers – Virgile and Partners – in its upcoming Miami location, to ensure a strong sense of brand. It will even include sculpture by Valeria Nascimento, whose work also features in the London location.
“It’s taking the heart of what we’ve created in London and replicating it in Miami,” Nicola Stott, director of special projects at Elemis, told
Spa Opportunities.
The Miami location will be located in Merrick Park, where the brand has operated a day spa. The House of Elemis Miami will span 7,000sq ft (650sq m), plus another 2,500sq ft (232sq m) of retail and Speed Spa area – for customers short on time.
Stott said the Miami location will feature the same menu as The House of Elemis in London.
“We’re working to keep that consistency across all locations,” she explained. “It’s very much a part of our rollout programme to make sure there’s a strong sense of brand each time.”
While the London House of Elemis is located in a three-storey, heritage townhouse, the Miami site is in a high-end, modern environment, so “each space will have its own nuances,” said Stott.
Stott added that while no additional locations have been decided as of yet, Elemis is looking at key cities in the US, including New York and Los Angeles.
When the London The House of Elemis opened in May of this year, president Sean Harrington said: “My vision is to see this global stand-alone concept rolled out in every major city around the world.”
Harrington
relocated to Miami earlier this year as part of the company’s US expansion.
