Bath & Body Works store open!

The first Bath & BodyWorks store Belgium, of which NewArmstrong is the Local Architect, has opened in the Wijnegem shopping center. Bath & BodyWorks’ concept represents two distinct product groups: “fragrances & candles” and “personal care. In revitalizing the brand, conversion operations and new stores feature two seemingly separate storefronts behind the same facade. Bath & BodyWorks is the brand carrier, White Barn is the space in the back with a strong emphasis on candles.

Bath & Body Works

The brand identity is characterized by the striking checkerboard around the entrance and on the walls inside. The fresh feel of Personal Care is enhanced by the blue ceiling, white light fixtures and dark blue wooden pharmacy cabinets tucked away in neat coves. In the center are half-height tables with benches where a glut of products is visible. To keep the focus primarily on the products, much attention in the installation design was given to a calm and orderly ceiling.

White Barn

Halfway through the store is the entrance to White Barn, which has a different atmosphere more focused on the homey nature of the products. The atmosphere of White Barn is defined by concrete-like matte gray walls with a whitewash wood finish.Black cabinets and a black wood counter with low furniture ensure that the striking color palette of products attracts attention.

With a strategy aimed at rapidly renewing the range of products, BNath & Body Works thus achieves a constant supply of new fragrances and colors. This is how they manage to attract consumers’ attention to the store and repeatedly entice them to make new purchases. They do this by offering highly seasonal products. Whereas other retailers often avoid it because it can also be the case that they stay on the shelf too long, Bath & Body Works is proving that it can also be an incentive to keep consumers coming back into the store.