Therabody
Discovery. Community. Wellness.
We implemented a trio of shop-in-shops at select John Lewis locations – Bluewater, Cheadle and Oxford Street – to showcase Therabody’s growing product suite of world-leading wellness solutions!
Idea
The client’s brief was simple: to design a shop-in-shop concept for three different JLP department store footprints that would complement Therabody’s existing US design concept. It was also vital that we designed each shop-in-shop in a way that would allow for the inclusion of product demos supported by strong educational tools; the utilisation of Therabody’s existing material palette; and the integration of tablets to display digital product catalogues, alongside other digital innovations.
Insight
We struck upon an initial ‘Mood Direction’ that embodies the wellness aspect of the Therabody brand, which included a natural colour palette that would adhere to the brand’s empathetic nature, and really allow Therabody products to shine in their respective categories. Guided by the brief and our understanding of the brand, our colour and materiality proposal consisted of a harmonious mix of oak slat walls, black matt finishes, foliage, black slatted timber, and grey concrete textures.
We applied this creative direction to a selection of retail systems – from a plinth, event board, product counter
and play table, to a base unit, seating, and a central wall display – with each shop-in-shop using a kit of parts tailored to its specific location. Branding elements can be found throughout the spaces, from high-level branding consisting of both illuminated and non-illuminated Therabody logos, to black branded mats and aspirational lifestyle imagery.
The incorporation of seating, an event board, digital touchpoints, and product trialling opportunities, among others, creates a customer journey that encourages visitors of the shop-in-shop to fully immerse themselves in the Therabody brand.
Realisation
We considered the pathways of shoppers and their main lines of sight as they approach the Therabody shop-in-shops. This allowed us to optimise brand visibility and ensure that Therabody’s hero products are sitting pride of place within all three JLP locations. We also ensured that the configurations of the shop-in-shops inherited sufficient walkway space between fixtures to make for an enjoyable shopping experience, alongside creating an open and un-cluttered visual presentation that embodies discovery, community, and wellness!
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