Therabody x John Lewis
See how Design4Retail evolved Therabody’s in-store presence across John Lewis stores with a new shop-in-shop conceived as an elevated destination for recovery and wellbeing.
A Sanctuary for Modern Wellbeing
Creating a new recovery and wellbeing destination within an iconic London flagship.
introduction
In August 2026, John Lewis Oxford Street opened a new Sports and Wellness department within its flagship store. Spanning approximately 5,000 sq ft, the multi-million-pound development brings together technical apparel, footwear, wearable technology, connected fitness and specialist services in a single, experience-led destination.
Therabody occupies a prominent position within the department’s Recovery and Wellbeing offer. Coinciding with the wider launch, the new shop-in-shop provided an opportunity to present the brand’s expanding portfolio through a more coherent and engaging physical experience. Design4Retail supported Therabody in translating its identity into the John Lewis environment, creating a space that balances visibility, product education and hands-on discovery.
the brief
The brief was to establish a distinctive Therabody presence within a busy, multi-brand department without compromising the clarity and quality associated with either brand.
The environment needed to communicate a broad product range encompassing fitness and recovery, aches and tension, and sleep and stress. It also had to make highly technical products feel accessible, allowing customers to understand their purpose and experience selected hero products through test and play.
Alongside immediate visual impact, the design required a clear customer journey, effective product zoning and sufficient flexibility to accommodate future changes to the range, graphics and merchandising.
Insight & strategy
D4R developed The Therabody Sanctuary as a calm counterpoint to the surrounding shop floor. Rather than competing through visual density, the concept uses restraint: a warm palette, elevated product presentation and discreet digital touchpoints invite customers to pause, explore and engage.
The layout follows a clear journey from capture to education and conversion. High-level branding, lightboxes and digital content establish visibility, while dedicated zones for Fitness and Recovery, Aches and Tension, and Sleep and Stress organise the range around customer needs. Integrated test and-play opportunities make the technology more accessible, and carefully planned sightlines support intuitive movement through the space.
A modular fixture system creates consistency while allowing each category to retain its own character. Hero products are elevated on plinths informed by Therabody’s triangular brand geometry, supported by clear product information, frosted dividers, adjustable shelving and ribbed totems. Fluted textures, fabric finishes, halo illumination and planting soften the technological offer, while subtle changes in colour and detailing distinguish each zone without fragmenting the overall experience.
Visualisation
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Warm up, mobility & recovery zone
Sleep & stress zone
Therabody space
Realisation
The completed shop-in-shop establishes Therabody as a clear destination within John Lewis Oxford Street’s new Sports and Wellness department. Its controlled material palette, structured zoning and illuminated communication distinguish the brand while remaining sympathetic to the surrounding retail environment. The design makes a complex and varied product portfolio easier to understand. Customers can move naturally from initial awareness to education, interaction and purchase consideration, with physical and digital elements working together throughout the journey.
By organising the experience around personal wellbeing needs, rather than technology alone, the space presents Therabody as a broader recovery and wellness brand.
Through spatial planning, modular fixture design, materiality and visual storytelling, D4R has created an environment that feels credible, approachable and purposefully integrated into one of London’s most prominent retail destinations.
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