A premium in-store launch experience for Desert Therapy, created to bring Aromatherapy Associates’ spa-led wellbeing into a Space NK retail environment.
The activation combined campaign storytelling, digital content, product education and visual merchandising to create a calm, elevated customer journey.
The Brief
Create a high-impact retail moment for the launch of Desert Therapy at Space NK.
Create a high-impact retail moment for the launch of Desert Therapy at Space NK.
The experience needed to attract customers from the storefront, introduce the new range clearly, and translate the ritual-led campaign into a premium in-store environment.
Creative Direction
The visual direction was inspired by warm desert tones, natural textures and the restorative nature of the range.
The visual direction was inspired by warm desert tones, natural textures and the restorative nature of the range.
Soft sand, amber gradients, dark wood and illuminated displays were used to create a calm, sensorial retail space with a luxury feel.
Concept Development
Initial scamps explored how the customer would move through the space, from window awareness to product discovery.
Initial scamps explored how the customer would move through the space, from window awareness to product discovery.
The sketches defined the key moments: campaign visibility, digital storytelling, hero product display and ritual-led education.
Retail Visualisation
The concept was developed into a refined 3D visual to show scale, layout, material direction and campaign hierarchy.
The concept was developed into a refined 3D visual to show scale, layout, material direction and campaign hierarchy.
This stage helped bring the activation to life before final execution.
In-Store Execution
The final activation was rolled out in Space NK, combining large-format campaign graphics, digital screen content and product-led storytelling.
The final activation was rolled out in Space NK, combining large-format campaign graphics, digital screen content and product-led storytelling.
The result was a polished retail moment designed to feel calm, premium and commercially engaging.
End Cap Motion Content
Motion content added visibility and atmosphere in-store, extending the campaign beyond static print.
Motion content added visibility and atmosphere in-store, extending the campaign beyond static print.
The video was designed to catch attention from the shopfront while reinforcing the ritual and sensorial world of Desert Therapy.
Customer Journey
The activation was built around a clear retail journey:
The activation was built around a clear retail journey:
Attract through storefront graphics.
Engage through campaign storytelling.
Educate through product and ritual messaging.
Convert through gifting and hero product placement.
Engage through campaign storytelling.
Educate through product and ritual messaging.
Convert through gifting and hero product placement.
A complete retail launch experience translating Aromatherapy Associates’ wellbeing authority into a premium Space NK environment, from concept scamps to real-world execution.
