Lush :: Oxford St, London

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Location: Oxford Street, London

Client: LUSH

Project Year: 2015

Cost: N/A

The new Lush flagship has to rate as the most fun beauty store on the planet.

Spread over three levels and 9,500 square feet, Lush’s newest – and largest store – opened in time for the company’s 20th anniversary celebrations.

Spacious and stimulating, the store’s design encourages movement and hands-on experiences.

Its rainbow-bright products are artfully set out in rustic barrels like marketplace fruit or buy-by-the-pound boiled lollies.

Vivid and colourful, Lush’s new three-storey flagship store is a bright oasis bursting with tactile experiences and staffed with super enthusiastic Lush experts.

Roughly sanded wood, rugged crates and polished cement highlight the company’s all-natural ethos, and provide a neutral backdrop for its whimsical offerings.

There are 200 exclusively developed products on display, including the company’s new cosmetics range, encouraging customers to trek up or down the centrally positioned zigzag staircase.

But there’s plenty to be waylaid by – a full gamut of scents, sights, and activities.

The ground floor’s Hair Lab entices with hair washing and scalp massages – with hairdryers available for post-treatment polishing.

Nearby, huge slabs of colourful soap can be cut and wrapped to order – and a #selfie mirror to prove to your networks you were there.

Upstairs is a vivid array of bath goods brought to glittering, vibrant life beneath the warmth of the bare light bulbs that hang from exposed ceiling beams.

Downstairs you can book a treatment at the country cottage-style spa, featuring quirky offerings such as a three-hour treatment set to Holst’s orchestral masterpiece The Planets.

Opposite, the Gorilla Gallery perfumery mixes scents and senses – think Heston Blumenthal’s blindfolded mealtimes but with fragrances.

This is what great retail is all about; creativity, energy and passion – and Lush has it all.

Interior Design and Architecture by Design Time Ltd with Lush In House Design Team.

Review by Matthew Brown at Echochamber.

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