Regent Street has launched a New Year initiative to calm stressed out shoppers with a number of mindfulness and wellness promotions in several retailers and using colour therapy to invoke a feeling of serenity on its website and digital channels.
The Crown Estate has invested £1 billion into Regent Street in recent years and is now promoting it as “a destination for tranquillity, wellbeing and Zen, with moments designed to create a sense of calm and relaxation for consumers.”
As part of the initiative, Liberty will be hosting a number of mindfulness events in-store, Kiehl’s will be offering skin health and hydration tests, Jo Malone will be introducing customers to the art of fragrance combining with complimentary hand and arm massages, and Anthropologie will be promoting the value of mindfulness and wellness with a series of workshops.
Fashion and lifestyle agency The Communications Store reviewed several health and wellbeing apps together with Regent Street and found that they all shared a similar colour palette. With this in mind, the Regent Street website was given a face lift with shades of violet and blue to promote calm, creativity, and intelligence.
The use of violet is also in keeping with the Pantone colour of the year – Ultra Violet – a colour said to symbolize “originality, ingenuity, and visionary thinking that points us towards the future”.