Pure Beauty

Rituals to open immersive Covent Garden pop-up which celebrates springtime

By Austyn King | Published: 6-Apr-2023

The space at the brand’s London store will showcase The Rituals of Sakura collection

Rituals, the Dutch luxury beauty brand, is opening a UK pop-up this month which celebrates its The Ritual of Sakura collection.

Taking place at the brand’s London store at Henrietta St, Covent Garden, the two-day ticketed event will allow customers to experience the beauty of the sakura blossoms via augmented reality (AR).

Visitors will be able to experience a virtual sakura blossom landscape, watch a haiku animate to a blossom and catch falling cherry blossoms via their smartphone for a chance to win prizes.

Brand consultants will be on hand to offer advice and hand massages, while shoppers can also receive a personalised limited edition tote bag when they spend £40 or more.

“We want to help people improve their wellbeing and focus on harmonising their body, mind and soul,” said Penny Grivea, Managing Director at Rituals UK & Ireland.

“Our immersive experience celebrates the notion of new beginnings, and springtime is the perfect opportunity to reprioritise ourselves, reset our routines and look ahead positively towards the next bright chapter.

“We look forward to welcoming visitors to celebrate new beginnings with us.” 

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Visitors can browse and try out a range of products from the brand’s Sakura collection, which features a scent of cherry blossom and rice milk.

These include gift sets, shampoo, conditioner, body cream, shower gel, home fragrance and more.

The pop-up follows Rituals’ new ‘flagship wellbeing hub’ store, which it unveiled last year at London’s Battersea Power Station, as the brand grows its retail presence in the UK

The store will run from 21-22 April, with tickets costing £10 per person and redeemable against £15 worth of The Ritual of Sakura products.

Consumers can purchase tickets now via  ritualofsakura.eventbrite.co.uk.

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