# Sensorial Retail Experiences The Crabtree & Evelyn London Flagship Features a Fragrance Garden By Rebecca Byers | Published 2016-03-23 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/london-flagship References: [retaildesignblog.net](http://retaildesignblog.net/2016/03/22/crabtree-evelyn-concept-store-by-dalziel-pow-london-uk/) 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](https://www.trendhunter.com/trends/superdrug-beauty-playground) 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](https://www.trendhunter.com/trends/scent-sanctuary), 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](https://www.trendhunter.com/trends/christian-dior-beauty-boutique) that transform the nature of brand-consumer interactions into something organic and rooted in feeling. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 83% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Sensorial Retail Concepts:** Disruptive innovation opportunities include integrating technological advancements such as virtual reality and augmented reality to further enhance the sensorial experience for consumers. - **Product Interaction:** Disruptive innovation opportunities include incorporating interactive displays and technologies like touchscreens and motion sensors to engage consumers in a more immersive and personalized way. - **Curated Product Stories:** Disruptive innovation opportunities include leveraging data analytics and artificial intelligence to create personalized product recommendations and curated experiences based on individual consumer preferences. ### Where This Applies - **Retail:** Disruptive innovation opportunities include creating innovative store layouts and designs that prioritize sensorial experiences and provide a unique and memorable shopping journey for consumers. - **Fragrance:** Disruptive innovation opportunities include developing new scent technologies and formulations that evoke powerful emotional responses and experiences for consumers. - **Lighting:** Disruptive innovation opportunities include using smart lighting systems and IoT technologies to enhance the ambiance and mood of retail spaces, creating immersive and engaging environments for shoppers. ## Related on Trend Hunter - [Sensorial Luxury Beauty Stores](https://www.trendhunter.com/trends/aesop-flagship.md) - [Immersive Fragrance Retail Locations](https://www.trendhunter.com/trends/the-perfume-shop-experiential-store.md) - [Elevated In-Store Experiences](https://www.trendhunter.com/trends/bath-and-body-works-3.md) - [Botanical Lab Beauty Stores](https://www.trendhunter.com/trends/botanical-lab.md) - [Relaxing Personal Care Stores](https://www.trendhunter.com/trends/bath-body-works-gingham.md) - [Tranquil Retail Environments](https://www.trendhunter.com/trends/neom-wellbeing.md) - [Boutique-Style Fragrance Shops](https://www.trendhunter.com/trends/the-perfume-shop-boutique-stores.md) - [Concept Perfume Stores](https://www.trendhunter.com/trends/perfume-library.md) - [Multi-Sensory Fragrance Destinations](https://www.trendhunter.com/trends/mega-experience-center.md)