Reignite foot traffic and deepen product connection in a challenging retail environment.
A locker-room–inspired retail environment with gamified touchpoints, sampling, and guided product education.
Kiehl’s needed to transform its Hell’s Kitchen location into more than a store. It had to become a destination. The goal: launch Ultra Body Cream while reinforcing Kiehl’s authority in hydration, creating buzz, and re-engaging foot traffic in a declining retail climate. The challenge was to design an immersive, science-backed experience that turned product education into something unforgettable.
The “Locker Room Experience” brought skincare benefits to life through hands-on discovery. Guests explored high-touch activations like the Shower Claim Simulator, Stopwatch Sampling, and Secret Lockers, all designed to blend education with entertainment. The space encouraged dwell time, movement, and interaction, with every element optimized for flow and engagement. This immersive approach redefined the role of retail, proving how experiential design can drive deeper connections and elevate the in-store journey.
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