001 / Retail experience / 2026

Desert Therapy × Space NK x John Lewis

Retail activation across both stores for new launch

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Aromatherapy Associates amber shopping bags carried by a customer

Client

Aromatherapy Associates × Space NK x John Lewis

Discipline

Retail experience

Year

2026

Role

Retail concept development, art direction, campaign adaptation, spatial graphics and motion content.

Campaign Direction

One campaign world. Two retail experiences.

For the launch of Desert Therapy, I translated Aromatherapy Associates’ restorative campaign into a connected retail experience across Space NK and John Lewis. The challenge was to give the range a distinctive presence in two different environments, while preserving the calm at the heart of the brand.

Desert Therapy gift communication and products styled in sculptural sand

Graphic System

From atmosphere to a clear design language

Amber colour, sculptural sand and tactile product imagery establish the campaign world. My focus was on how that world would work at every scale: a message that reads from the shopfront, a product story that draws people closer and detail that supports discovery at the fixture. Consistent typography, image treatment and hierarchy connect those moments without repeating the same layout.

Desert Therapy product art direction alongside retail concept development

Space NK / Retail Launch

A calm invitation within a busy store

At Space NK, the campaign moves from the window into the product display. Large-scale imagery and an amber colour field create the first impression; a more focused hierarchy introduces the range at the fixture. The graphics work with the product placement and curved display surfaces, keeping the experience recognisable from the street to the shelf.

Space NK launch: the complete Desert Therapy fixture and window — The complete installation: window, product display and campaign graphics.

Space NK window with Desert Therapy product imagery and Ground your inner calm messaging — The storefront: an immediate campaign message at street level.

Space NK retail fixture showing the relationship between shelving and circular product podiums — The in-store journey: from campaign recognition to product discovery.

Close view of the Space NK shelving with amber campaign artwork and product information — The detail: a clear hierarchy for the range and its ritual.

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Space NK / Motion

The concept, brought into the store

Motion carries the same visual language into the screen experience. Product-focused compositions and measured movement extend the campaign’s atmosphere, while the launch film brings the fixture development and finished Space NK installation together.

Retail fixture development alongside footage of the completed Space NK launch.

John Lewis / Window Display

An immersive first impression

For John Lewis, the window gives the campaign a larger canvas. A continuous desert landscape, warm light and oversized product imagery create a single composition across the frontage. The graphic hierarchy balances the atmosphere of the campaign with a clear introduction to Desert Therapy, making the launch visible before customers enter the store.

John Lewis Desert Therapy window: an amber desert landscape with oversized product imagery

John Lewis / Retail Experience

From looking to discovering

Inside, the campaign becomes a space to explore. Screen graphics create the backdrop; amber podiums bring the product and ritual into reach. Messaging is scaled to each encounter, from the launch introduction to the invitation to find a personal ritual. Together, spatial graphics, product storytelling and digital content make the experience feel connected rather than a collection of separate display pieces.

The complete activation: one visual system across screens, podiums and product.

John Lewis ritual discovery wheel, product testers and Ground your inner calm podium graphics — Discovery: a tactile invitation to explore the ritual.

John Lewis product detail showing Aromatherapy Associates oils on an amber display podium — Product detail: the campaign colour and hierarchy at a more intimate scale.

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John Lewis / Launch Film

See the experience in motion

The John Lewis launch film moves through the activation, showing how screen content, printed surfaces and product displays work together at human scale. It brings the visual system off the artwork and into the live retail environment.

A walkthrough of the John Lewis activation, from screen graphics to ritual discovery and product detail.

The Experience

One identity, designed for different encounters

Across both retailers, the launch connects art direction with the practical decisions of graphic and retail design: what attracts attention, what guides discovery and what helps the product story land. The result is a cohesive campaign experience that adapts to each store while retaining the same restorative character.

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