The Crabtree & Evelyn London Flagship Features a Fragrance Garden

By: Rebecca Byers - Mar 23, 2016
The new retail concept for bath and body brand Crabtree & Evelyn has debuted a new in-store concept at the London flagship store. Specifically designed to appeal to both male and female consumers, the in-store experience is marked by the emphasis on product interaction and it decidedly relaxing aesthetic, a feeling the brand hopes consumers will associate with the purchase.

Included in the new Crabtree & Evelyn retail concept is curated product stories, a fragrance garden, product testing counters, a new lighting system and a sensorial soundtrack inspired by nature.

As brands push to create dynamic in-store concepts that compete with the convenience of online shopping, many are succeeding with sensorial retail concepts that transform the nature of brand-consumer interactions into something organic and rooted in feeling.