Crabtree & Evelyn to open concept store in Islington this week

By

Barbara Santamaria

Published
Nov 28, 2018

British beauty brand Crabtree & Evelyn is jumping on the experiential retail trend with the opening of a new store in London’s Islington that will also act as an immersive events hub.

Opening its doors to the public on Friday with a launch weekend of live art, the store will not only showcase the brand’s range of skincare products and gifts but also host a series of talks, masterclasses and events.

This approach has been gaining traction in the retail world of late as a countermeasure to the ongoing rise of online shopping. Retailers including John Lewis, Farfetch, Dr Martens and Topshop have all tested different initiatives, from opening a pop-up apartment for overnight stays to hosting music nights, to offer shoppers another reason to visit their stores.

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Located at 294 Upper Street, the new Crabtree & Evelyn store will debut with a live art experience by Vic Lee, artist and illustrator, who will be in front of house creating a bespoke mural during the launch weekend.

The space will also offer visitors the opportunity to explore the products and participate in an programme of events, from early morning reiki and personal development, through craft classes, book clubs and beauty sessions to evening sessions with talks, comedy, music and food.

The concept is new for Crabtree & Evelyn, which has 19 stores in the UK and further locations in Germany, US, Canada, Mexico, Australia, Malaysia and Singapore.