Space NK Oxford Street Flagship

Posted

Aug 15, 2025

Updated

Aug 15, 2025

written by

Freddie Sheridan

With over 15 years in the retail design industry, Freddie has a passion for transforming brand narratives into immersive physical spaces.

AMPLIFYING BEAUTY RETAIL STORYTELLING INTO A LANDMARK FLAGSHIP EXPERIENCE

SheridanCX partnered with Space NK to scale its modular storytelling retail identity into the brand’s largest and most immersive store to date — the 4,600 sq ft Oxford Street flagship. Combining heritage-driven skincare authority with youthful, interactive experiences, the design integrates community zones, digital touchpoints, and bold merchandising for a flagship that excites loyal customers and attracts new audiences.

SheridanCX x Space NK Collaborate on the Brand’s Largest and Most Immersive Retail Experience

Introduction

On August 8, 2025, Space NK unveiled its most ambitious store tey, its 4,600 sq Oxford Street flagship More than just retail. it is a destination where stortytelling, design, discovery and community converge. SheridanCX was instrumental in scaling the brand's modular retail identity, first introduced in stores like Battersea, into this standout flagship.

A Vision for a Luxury Flagship

“The mission with our flagship is to push boundaries once again on what can be achieved with an in-store shopping experience, and another page in the story of Space NK, as we celebrate 30 years as a leading British beauty retailer.”

Andy Lightfoot, CEO, Space NK

This store is meant to captivate, inspire, and become a beauty landmark in the heart of London. https://www.voguebusiness.com/story/beauty/how-space-nk-is-growing-in-a-crowded-beauty-market

Curating Youthful Energy & Community

With Oxford Street, the goal was to create the ultimate expression of the Space NK experience, an environment where discovery feels personal, services feel effortless, and every visit offers something new. It is a store that speaks to our loyal customers while inviting the next generation to connect with the brand in their own way.

The Oxford Street launch features immersive elements like the “Play Space” ceiling installation and the “Viral Drops” display, designed to be a lively, interaction-first shopping journey. These elements reflect Space NK’s shift toward immersive, youthful experiences, first seeded in earlier concept stores and now elevated to flagship level.

Blending Storytelling with Scale

Designed to balance brand heritage with spectacle, the flagship features:

Heritage-skincare zones reinforcing the brand’s expertise
Bold colour, fragrance, and service stations inviting exploration
Live-demo areas and personalisation touchpoints for deeper customer connection
Digital integration bridging in-store discovery and online loyalty

All are built on the adaptable storytelling framework SheridanCX pioneered.

The SheridanCX Perspective

“We scaled an already successful storytelling and modular design framework into a flagship format that is not just visually striking, it engages, excites, and connects at every touchpoint. This store embodies where beauty retail is today and where it is heading.”

– Freddie Sheridan, CEO, SheridanCX

Growth & Strategy: What’s Next

This flagship arrives as part of Space NK’s broader UK expansion. The brand expects to reach 84 locations by year-end 2025, with Oxford Street at the centre of this growth strategy.

The opening also reflects rapid evolution in brand loyalty and omnichannel strategy, highlighted by a near 35% increase in online sales, 24% increase in store sales, and a total UK turnover of £196.5 million for 2024.

Conclusion

The Oxford Street flagship is the pinnacle of SheridanCX’s approach, strategic, scalable, and rooted in narrative. This flagship is not just a store; it is a beacon of immersive beauty retail, community, and commercial momentum.

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