Elemis co-founders Oriele Frank and Noella Gabriel have revealed the thinking behind the re-conceptualised House of Elemis that recently opened in London’s Mayfair area – stating that the luxury British skincare brand is now in a new era and it’s time to bring the client there.

“Elemis is about skin energy,” said Gabriel at a press event ahead of the brand's 25th anniversary in July. “The skin is an organ – it’s alive. In our new couture beauty house, designed by Oriele Frank in collaboration with Virgile & Partners, we plan to tune into the rhythm of our clients’ individual lives.

“In our spa boutique, the service is about more than just ‘booking time’,” continued Gabriel. “For us at Elemis, it’s about identifying clients’ hidden need via an in-depth consultation and shaping the time we have with them into a more tailored experience.

“As a lifestyle brand – with products that can be used anywhere, stored in the bathroom, gym bag, or one’s pocket – we have a loyal customer base who are confident about the results our formulations can achieve. This is the reason we have revamped our beauty house and developed six new treatments – to reward these customers.”

There are various experiences a client can pay for at the boutique. For example, the most luxurious and lengthy services are provided in the penthouse – a space designed by Carlos Virgile and decorated with porcelain petals by sculptor Valeria Nascimento – to cater for mothers and daughters, couples and pamper parties. On this level, a spa concierge is appointed to guests to manage their morning or afternoon.

Among the various treatment rooms on the floors below, there is a mother-to-be treatment room – where the therapy takes place on a mouldable beanbag. Two quartz and amber treatment beds by Gharieni can be found in the spa, alongside dedicated Elemis Biotec areas.

On the ground floor, there is a ‘Texture Library’ which houses the whole range of Elemis products for sale and a bar for consultations.

Below, in the basement, there is a ‘Speed Spa’, that offers affordable shorter treatments for the consumer who has limited time or just wants a taster session.

Virgile and Partners meld science and nature for new House of Elemis in central London

Steiner's Jeff Matthews: Making a spa consultancy work is a complex process