Tailoring a Brand to Various Markets
We believe brands can grow with consistency and still possess variability.
How might we design a holistic customer experience across channels, categories, store departments, and geographies?
THE CHALLENGE
Dr. Barbara Sturm’s unique, science-based products have achieved cult status with skincare devotees worldwide. HUXHUX Design Inc. was hired as the lead interior designer for a number of Sturm retail locations in NYC, Dallas, Miami, London, and LA.
THE OUTCOME
We designed the retail locations for the Dr. Barbara Sturm’s entry into the US. Although each location’s architecture is unique, they share a fundamental embrace of the discovery process of the Sturm approach to wellness.
A Sophisticated Return to Downtown: Dr. Barbara Sturm’s Mercer Street Flagship
HUXHUX Design Inc. was hired by Dr. Barbara Sturm as the lead interior designer for their Soho location at 115 Mercer Street. This boutique and spa marks the brand’s return to downtown New York City. The boutique is designed to showcase all lines of product along with a tea lounge for clients receiving skincare treatments in one of the four treatment rooms at the rear of the spa. We worked with the client’s brother, Tobias Freytag, who is the project design architect, and the marketing and visuals teams to develop their vision for the retail and treatment spaces.
A Cozy Townhouse: Boutique and Spa in the Heart of Madison Avenue
This five-story townhouse on Madison Avenue is both boutique and spa. The boutique at street level was designed to feel cozy and more residential than previous locations we have designed for the brand. We balanced warm terra cotta colors and cherry wood fixtures with cool concrete finishes that typify brand elements elsewhere. Above the retail level, we designed a mezzanine lounge followed by three additional floors of spa treatment rooms. Each treatment room is designed to reflect the founder’s character in a townhouse context. Unique wallpapers, residential proportions, and finishes that make clients feel at home were our focus for the interior design.
A Multi-Layered Wellness Destination Rooted in Science, Skincare, and Serenity
This is the largest location to date, and it reflects how the brand has grown and expanded into other areas of wellness. In addition to the signature boutique and spa treatment rooms, this boutique features a tea lounge, supplement bar, client private lounge, and even a vitrine that grows live purslane plants—an essential anti-inflammatory ingredient found in many of the brand’s products.
Balancing Historic Charm and Futuristic Minimalism in the Heart of Mount Street
We set a futuristic tone by deploying mirrored walls, yet balanced this against the rich historic character of Mount Street by preserving the parquet wood floors. Every element throughout the spa is custom designed to minimize extra details and keep the focus on the purity of the spa experience. Adjacent to the entry, we provide an express facial room to accommodate shorter treatments on demand. Lighting is everything in these spaces, as is the desire to create a clean, calm, and forward-thinking environment. Downstairs, the spa hosts three treatment rooms for long-format services.
Balancing Historic Charm and Futuristic Minimalism in the Heart of Mount Street
We set a futuristic tone by deploying mirrored walls, yet balanced this against the rich historic character of Mount Street by preserving the parquet wood floors. Every element throughout the spa is custom designed to minimize extra details and keep the focus on the purity of the spa experience. Adjacent to the entry, we provide an express facial room to accommodate shorter treatments on demand. Lighting is everything in these spaces, as is the desire to create a clean, calm, and forward-thinking environment. Downstairs, the spa hosts three treatment rooms for long-format services.
A Seamless Integration of Brand Ethos, Retail Experience, and Custom Craftsmanship
We worked with the client’s brother, Tobias Freytag, who is the project design architect, to develop their vision for the retail and treatment spaces. The project embodies the skincare brand’s ethos and offers clients a unique way to experience both treatments and product. All custom fixture designs were developed by our team.
