House of Rituals – flagship store in Amsterdam

On the Retail Enviroments site published by POPAI Hungary’s mother organisation Shop! HQ, Jo Rossman, publisher and editor introduce the new concept based on the photos and review of Leo van de Polder, a Shop! Global Development Director.

New concept

In honor of its 20th anniversary, Rituals Cosmetics launched a holistic shopping and lifestyle concept, House of Rituals, in the heart of Amsterdam. As the world’s largest Rituals flagship store, it offers a unique brand experience, with immersive body and mind experiences including many exclusive and unique collections. The space embodies the philosophy of the brand, “The Art of Soulful Living.”

Located on The Spui (where the former Esprit café was based), House of Rituals offers an ultimate retail experience with a new range of premium product collections and lifestyle innovations exclusive to the storeand online. The experience will be distributed over four floors of approximately 1,500 m2. The bottom two floors are devoted to the shopping experience with a restaurant and mega store, which opened in October. The upper two floors will house a mind and body spa to open in the summer of 2021.

On the ground floor, the mega store offers a sensory experience with familiar Rituals collections. Experiential and Instagrammable corners invite shoppers to experience favorite products from The Ritual of Sakura, Hammam, and many more. On one side of the floor is the new restaurant, Rouhi (from rouh and i meaning my soul in Arabic). It offers anything from a calming cup of specialty tea to soulful bites for lunch or Arabic-Asian fusion dishes for dinner.

Personalisation

The first level is dedicated to showcasing Rituals’ enriched home collection with exclusive new premium items, such as supersized luxury home fragrance designs and 10 new porcelain scented candle holders decorated with bold patterns and artwork to complement personally selected candle fragrances. Customization also is offered at a perfume bar with 25 bespoke eau de parfums. Other new product categories include laundry solutions, travel accessories, home decoration, and bedding and bath textiles. The products are also provided with monograms, names and personal messages in the shop on request, with embroidery and engraving.

Beauty and soul centre

The second and third floors will strengthen the lifestyle and brand experience next year with a “body experience” and a “soul experience.” The Body Experience floor will house a spa dedicated to massages, facials, and professional beauty advice and treatments. The Soul Experience floor will house a sanctuary where visitors can escape the frenzy of city life to recharge with stress-reducing treatments, meditation classes, and workshops to support peace and relaxation.

* POPAI, from 2015 named Shop! is an international organization of the Marketing and Retail industry which headquarters placed in Chicago and Hollywood Florida, representing nearly 2000 local offices. Hungary joined with the POPAI Hungary Association in 2003, which has since then been a nonprofit professional, educational, research and knowledge transfer organisation active mainly in the FMCG sector. Read more: popai.hu