Pure Beauty

Tatcha's pop-up is taking Japanese forest bathing to central London

By Alessandro Carrara | Published: 4-Jul-2023

Tatcha previously launched a virtual store experience in February 2023 which was also inspired by the Japanese act of forest bathing

Tatcha is hosting a Japanese forest bathing pop-up in London this July to promote its new body care collection. 

The event is centred around the sights and sounds associated with the country’s ritualistic bathing act, and will be open between 7 and 16 July.

Created in partnership with Space NK, the pop-up will be housed at a space in Covent Garden’s East Piazza in London.

The pop-up will push the Unilever-owned brand's debut into body care with its Forest Awakening Collection.

The experience aims to blend the visuals of a traditional Japanese Hinoki forest with scents and sounds of nature to create an immersive experience for shoppers.

A forest bathing meditation session guided by Japanese Zen monk and Tatcha Well-Being Ambassador Toryo Ito.

“Our Forest Awakening collection and this pop up honours the practice of shinrin-yoku, a  forest immersion that is prescribed by doctors in Japan for its mental and physical wellbeing  benefits,” said Mary Yee, CEO of Tatcha.

“Forest bathing has been scientifically proven to provide health benefits, such as  reduction of stress, inflammation, strengthening immunity and calming of the nervous system.”

Other features include the ‘Room of Harmony’, which will showcase the Forest Awakening collection alongside Tatcha’s wider skin care range.

Tatcha's pop-up is taking Japanese forest bathing to central London

An augmented reality screen designed to look like a living plant wall has also been installed in the space, offering gamified elements and allowing visitors the chance to win prizes.

“Our customers are at the heart of everything we do and this immersive forest experience in Covent Garden  will deliver a moment of calm and tranquillity, whilst also offering a first look at the much anticipated Forest Awakening collection from Tatcha,” added Emma Simpson Scott, Chief Marketing Officer at Space NK.

Tatcha previously launched a virtual store experience in February which was also inspired by Japanese forest bathing.

The interactive space was unveiled in conjunction with the brand’s Forest Awakening skin care collection entering into Sephora.

In a similar fashion to the physical pop-up, the virtual space was designed to resemble a Japanese hinoki forest.

A Spa space also showcases a traditional Japanese hot tub, while the Best Seller area presents Tatcha’s products and provides an insight into their ingredients and origins.

The site was made using software company Emperia’s virtual store and metaverse creation platform.

Have you launched an innovative new product in the past 12 months? Then you could be in with a chance of winning at this year's Pure Beauty Awards. Enter here

You may also like