Founded in 1993 by Nicky Kinnaird, whose initials give the brand its name, Space NK grew from a single Covent Garden store into the UK's definitive curator of niche beauty, the first here to stock By Terry, Diptyque and NARS. We worked alongside the team to define a retail strategy and a new store identity that carries that curatorial authority into a new era, beginning with the Battersea Power Station flagship.
“When people step into the store, they are greeted with warmth. They leave feeling understood and equipped with the best beauty products on offer.”
We immersed ourselves in the brand and audited the estate, from Regent Street to Kings Road and Kings Cross, mapping what already worked: the beauty concierge, the dynamic windows, the clean contemporary language. Through the pandemic Space NK had adapted intelligently, deepening conversations through Inside Space and virtual consultations. The opportunity was to carry that intimacy into the store and let it do more.
Three words anchored everything, Approachable, Knowledge and Newness. Space NK itself had to become the point of discovery: people needed to understand why they'd shop for beauty here before meeting the brands. We designed with empathy, so customers arrive to warmth and ease in a space that is the heart of the community and doubles as a stage for digital broadcast.
We shaped the visit as a single, generous journey, one that draws people in, welcomes them before it sells to them, and lets them explore at their own pace. Physical and digital were given distinct roles: one focused digital zone, so the rest of the store could be a respite of direct, human interaction.
The icons that built Space NK's reputation for sourcing the best of the best.
The in-demand names shoppers come to Space NK to find and be seen with.
The future of beauty, discovered first, staying true to the founding vision.
“We worked hard to deliver a juxtaposition between the clean visual identity of Space NK and the brands.”
We added layers of storytelling to the store experience, elevating existing touchpoints into experiential moments. A branded welcome space, with a beauty concierge and incubator, helps people understand the services on offer. We retained the iconic shelving Space NK is known for while giving brands room to be creative, making the store more interactive, curated and genuinely educational.
Curated edits and flexible fixturing let the store facilitate newness, merchandising that surrounds the product and keeps the space feeling current across every visit.
What began at Battersea has since evolved and scaled. The concept rolled onwards across the estate to the Oxford Street flagship, carrying the same clarity, warmth and curatorial confidence while sharpening the storytelling, the wayfinding and the moments of theatre. In 2026 the Oxford Street store won the Physical Retail Award at TheIndustry.beauty Awards.
A store that finally feels the way the brand always has.