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Boots’ Covent Garden flagship kickstarts an exciting journey of reinventing the quintessential health and beauty brand. The objective was to help the brand better connect with shifting consumer expectations and tap into growing beauty and wellness trends. This led to the creation of a new vision and approach for the store, with an exciting new design concept, customer journey and experience. The flagship is packed full of sought-after wellness, health and beauty brands, alongside innovative experiences and access to the best services and advice.

Where, When

Covent Garden, London; June 2019

About the client

Boots is the UK’s largest pharmacy-led health and beauty chain with around 2,500 stores nationwide.

A bit more detail

Beauty is a key destination in the new concept, positioning Boots as an authority in the space whilst maintaining their all-inclusive ethos. Various new zones take customers on a journey, from the ‘Beauty Live’ windows through to a Discovery Area that showcases the latest products and trends. Beauty Studio spaces host live demonstrations where customers can take part in tutorials and get advice from experts, and the Boots Edit allows the brand to display a carefully curated selection of products supporting seasonal, trend and lifestyle stories. The space feels both premium and energetic, giving Boots a strong personality and voice with which to present the many new and exciting brands.


A new Wellness Hall upstairs hosts Boots’ biggest wellness range to date, with a focus on healthier food and drinks – including a water refill station allows customers to fill up their own water bottles. In contrast to the Beauty Department, this palette is bright and natural, complementing the brands it hosts. Pharmacy and Opticians have become true destinations in their own right, now warmer and more inviting spaces with a shift towards style in Opticians and a focus on convenience in Pharmacy, with fast-track prescription collections and a self-service machine that holds up to 162 prescriptions. The new brand experience concept is being rolled out across a number of stores nationwide.

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5-8 Hardwick Street London EC1R 4RG - UK

+44 (0)20 7837 7117

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