Dr. Barbara Sturm Madison Townhouse

CLIENT: DR. BARBARA STURM
DETAILS: INTERIOR DESIGN
PHOTOGRAPHY: Provided by Client
STYLING: HUXHUX Design Inc.

This five-story townhouse for Dr. Barbara Sturm is conceived as a holistic wellness destination, expanding the brand’s signature blend of science, luxury, and hospitality into a distinctly residential setting. Located on Madison Avenue, the experience begins at street level, where a double-height boutique space is defined by a warm coral finish that draws clients inward.

Above the retail level, a mezzanine lounge introduces a more intimate atmosphere, followed by three additional floors dedicated to spa treatment rooms. Each room is designed to reflect the founder’s character within the context of a townhouse, emphasizing comfort, privacy, and individuality. Layered wallpapers and murals are paired with concrete surfaces, cherry wood fixtures, and neutral yet tactile rugs, creating spaces that feel curated and lived-in rather than clinical.

HUXHUX served as lead interior designer, shaping a multi-level environment where clients can discover, learn, and rejuvenate. Residential proportions, thoughtful materiality, and a focus on warmth and familiarity define the interiors, resulting in a space that feels both exclusive and deeply personal.

Storefront of Dr. Barbara Sturm with orange-tinted windows and displays.
Interior of Dr. Barbara Sturm skincare store, featuring wooden shelves displaying beauty products and a modern design with peach-colored walls and spiral staircase.
Cosmetics store interior with skincare products, shelves, and display racks, labeled Dr. Barbara Sturm. Modern design with wood accents, light fixtures, and spiral staircase.

The material palette juxtaposes softness and sophistication: warm cherry wood, coral-tinted finishes, and plush carpeting soften the architectural lines, creating a space that is elevated yet approachable.

HUXHUX led the project from concept to completion, managing global vendor coordination, local artisans, and high-precision detailing to deliver an experience that matches the rigor and elegance of the brand itself.

The Madison Avenue boutique is more than a retail space—it’s a physical embodiment of Dr. Barbara Sturm’s philosophy and a benchmark for the future of luxury wellness environments.

Exploded view of a building's floor plans from basement to fifth floor, showing layout details of each level, including rooms and furniture placement.

The layout guides clients through a sensorial skincare journey. Custom fixtures invite exploration and sampling, while a central discovery table at the rear encourages in-depth product interaction and expert consultation. Treatment rooms are discreetly positioned across multiple floors, offering privacy and tranquility. Each room features custom wallpaper—transforming the treatment experience into a curated, destination-like moment.

Upstairs, a mezzanine lounge hosts exclusive offerings such as IV drips and brand collaborations, expanding the definition of what a skincare space can be. Every element—from the flow of foot traffic to the integration of digital storytelling—was carefully designed to deepen engagement while preserving the calm, clinical clarity the brand is known for.


Modern waiting room with beige chairs, a sofa, and orange accents, featuring the text "DR BARBARA STURM" on a concrete wall.
Isometric illustration of a room layout with floral patterned walls, showing two separate areas. One area features people interacting and sitting on bean bags with a patterned floor, while the other displays a person walking through a hallway with furniture.
Spa treatment room with floral wallpaper, massage table covered in white sheets, a circular ceiling light, two windows, a lamp, a mirror, and skincare products on a counter.
Interior of a modern waiting room with pastel-colored walls, mural featuring trees, and modern furniture, including a long white sofa, small round stools, and lamps. The name "Dr. Barbara Sturm" is visible on a wall.
Isometric illustration of three different room designs with pink floors and patterned walls, depicting modern interior layouts with furniture and plants.
A plush spa treatment room with a bed covered in white linens labeled 'Sturm'. The room has vibrant floral wallpaper and a coral-colored ceiling. There are two white robes hanging on the wall. A circular mirror, lamp, and various skincare products are displayed on a countertop. Stairs are visible through an open doorway.
Interior of a spa treatment room with two massage tables covered in white linens, decorated with a leopard print wallpaper. A circular mirror and floor lamp are beside a small upholstered bench. Two robes hang on a wall, and skincare products are displayed on a cabinet.
A stylish spa treatment room with floral wallpaper, a massage table covered in white linens, a round mirror, lamps, and a cabinet with skincare products. The ceiling is painted peach and features a modern circular light fixture.