In Pictures: Inside The Ordinary's revamped Covent Garden flagship store
Skincare brand The Ordinary has unveiled its newly renovated flagship store in London's Covent Garden.
Developed in partnership with global design company Brinkworth, the brief was to elevate the existing experience, creating an immersive environment that is easy to navigate.
The new store aims to feel aspirational while balancing simplicity and minimalism, qualities the skincare brand is known for.
Taking a quietly practical and non-wasteful approach, the space respects the building's heritage and prioritises sustainability from start to finish, including exposed ceilings to avoid the unnecessary use of materials.
Inspired by science, the new design also champions skincare education, supporting shoppers to explore and ask questions.
As part of this, it features a palette of matte white tiles, limestone, brushed stainless steel and cast glass to create a "tactile" and "inviting" ‘Open Lab’ aesthetic, referencing the skincare brand’s connection and commitment to science and its Toronto home.
Sonny Cant, Head of Design at Brinkworth, said: "Our approach was to create a clear and refined design language, taking cues from the Lab and elevating them to form an ownable aesthetic that is both human and inviting.
"The brand palette is restrained, with tonal variations of white and off-white, as such we’ve played with texture, tone and light to bring warmth and tactility to the space."
At the heart of the store is a large-tiled consultation desk, which incorporates a payment area, sink, and product display.
Meanwhile, a simple tiled mobile unit supports consultations and houses tools for staff and customers to build their regimens.
Founded in 2013, The Ordinary has garnered a loyal global following for its transparent and minimalist approach to skincare, offering simple, high-quality products at affordable prices.