The Nest is concocting interiors for Neal’s Yard Remedies’ Notting Hill shop, relaunching in January, with elements of the revamp expected to roll out across the brand’s 23-strong UK estate.
The consultancy is creating in-store graphics and communication, photography, merchandising and point-of-sale material.
The Nest strategy and communications director Freddie Baveystock says Neal’s Yard Remedies briefed the group to ‘bring its brand to life’.
‘They’ve been around for 23 years and have incredible knowledge, but it was not coming across [in-store],’ he says.
The Nest is introducing ‘behind-the-scenes’ photographs of people and products and ‘verbal messaging’ communicating the brand’s core beliefs, says Baveystock.
The group will also create ‘more merchandising opportunities’, such as a dedicated skincare unit, and refit the interiors with oak fixtures, marble counters and a painted maple floor, to create a ‘serene and sophisticated environment’, adds Baveystock.
Senior designer Roy Sant is creative lead on the project, worth a five-figure fee to the consultancy.