British skincare brand Elemis has transformed its central London day spa into The House of Elemis – a new flagship beauty house combining wellness with retail.

Launched yesterday (28 May) the opulent Mayfair townhouse was conceptualised by Elemis co-founder Oriele Frank in partnership with designers Virgile and Partners.

The design brief for The House of Elemis was to reflect the brand pillars – ‘the very best that science and nature can offer’ – leading to natural materials being blended with textural lighting, artisanal glass, ceramic work and innovative design.

With a view to increasing business three-fold, The House of Elemis incorporates a ground floor retail/sensory experience, plus a healthy food and juice offering; a Speed Spa section for men and women; an area dedicated to Biotec facials; and one of the most luxurious penthouse treatment suites in the city. Treatment beds for the spa were supplied by Gharieni – there are two quartz beds and two MO1 tables.

Elemis co-founder and creator of Elemis therapies Noella Gabriel has personally crafted every new spa treatment on the emporium’s menu.

“The menu has been designed to make sure every treatment is action-packed in the most relaxing way. It’s all about flow,” said Gabriel.

“The treatments really the idea that you’re giving your time. And we will always give back.”

The House of Elemis will serve as a potential concept for distributors to rollout in their own territories, with hopes of further flagships in prominent global locations.

“I am so excited to present the inaugural House of Elemis in the heart of Mayfair, the home of this incredible British brand,” said Sean Harrington, president of Elemis.

“My vision is to see this global stand-alone concept rolled out in every major city around the world. A wonderful couture beauty space where you can learn, touch and experience the power of Elemis.”

Elemis, which celebrates its 25th anniversary in 2015, is a subsidiary of Steiner Leisure. It supplies products to four- and five-star resort spas around the world. Its products are also distributed in more than 120 department stores globally and via home TV shopping channels and e-commerce.