Boots fitness brand in training

London design consultancies Fern Green Partnership and Era have been appointed to create interiors for Boots the Chemists’ new health, beauty and fitness brand, Boots Body360°.

The concept will be trialed from next spring, using a corporate identity which has been created in-house.

The new venture will be launched in two standalone centres, in London and Northwich, with plans to roll it out subsequently. Customers will be able to use a combination of exercise and swimming facilities, as well as an integrated range of health, beauty and lifestyle products and services. Specialist lifestyle advisors will also be on hand to offer help on stress management, giving up smoking and losing weight.

In addition to Boots Body360, the company will be launching an in-store programme, due to be unveiled in High Street Kensington and Milton Keynes this September. Consultants, services and treatments will offer in-store advice similar to that available in the standalone centres.

According to Fern Green Partnership partner David Fern, “We have designed the retail concepts for both the standalone and in-store projects, as well as the restaurant, juice bar and reception for Boots Body360°.”

Era is working on health and beauty concepts, including gym and spa areas. “We’re looking at it from a much more purist point of view, using natural materials,” explains Era director Christine Harvey. “There will be very, very simple elements so that anyone will feel happy there and be able to enjoy the simplicity and purity of the whole offer,” she adds.

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