House of Rituals, Amsterdam
Spui 10, Amsterdam, Netherlands
Dutch beauty brand Rituals has celebrated its 20th anniversary with the opening of its gorgeous ‘House of Rituals’ flagship, in its home town of Amsterdam.
At 1,900m² it is brand’s largest ever store, and with a range of new offers and experiences, the store is helping reposition Rituals as a lifestyle brand, proving the power of flagship experience.
In keeping with the brand’s ‘Art of Soulful living’ philosophy, House of Rituals is designed as an escape from the hectic city life, and a holistic haven for the mind, body and soul, which fits perfectly with everyone’s appreciation of ‘wellness’ which has never been higher on the agenda than it is today.
It features a number of firsts for the brand, including exclusive new co-created products, a new homewares collection, as well as a number of opportunities to personalise Rituals products. This is in addition to the new wellbeing and dining experiences, which are designed to get customers to embrace a Rituals lifestyle, that goes way beyond their beauty products and household scents.
Due to the pandemic, the four storey store has adopted a phased opening, the ground and first floor featuring Ritual’s retail and restaurant offer have opened first (with the restaurant offering a takeaway service during non-essential retailer lockdowns), two further floors will open in the summer of 2021. The second floor will host the ‘Body Spa’ a relaxing space offering massage and beauty consultations treatments, while the third floor ‘Mind Spa’ will offer stress reduction treatments, meditation classes and relaxation treatments, a space where customers can recharge.
Each collection is beautifully framed, by colour, theme and imaginative VM, giving the true sense of discovery in the store. There are also some Instagrammable moments and they’ve even created their own Snapchat filter allowing customers to experience the House of Rituals with spectacular 3D effects.
The Amsterdam flagship has been designed as a testbed new products and services, if successful the plan is to open further House of Rituals in other European cities.