@RitualsCosmeticsGlobal has opened its newest flagship at 297 Oxford Street, London. And it’s unlike anything the brand has built before.
In this exclusive tour and interview, Alex Rezvan sits down with:
• Annemarie Forsyth — Managing Director UK & Ireland
• Richard Lems — Executive Director Format & Design
Together, they reveal the design philosophy, customer-experience thinking, community strategy and the technology mindset that shaped this extraordinary store.
You’ll hear the story behind removing an entire floor to create a soaring atrium, how the Water Island anchors the brand experience, why the Mind Oasis is already fully booked for days, and how Rituals views the next five years of retail through wellbeing, community, and immersive physical spaces.
If you're in London, Rituals Oxford Street opens today.
📍 297 Oxford St, London W1D 2JL
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⏱️ Timestamps
00:00 – Welcome inside Rituals Oxford Street
00:09 – Richard on the new flagship and design vision
00:37 – Why this store is uniquely special
01:07 – Removing floors, creating space & building the atrium
01:33 – The Rituals tree and signature entrance experience
01:39 – Designing the store path & creating constant discovery
02:27 – Where the tour begins: Water Island
02:48 – AnneMarie Forsyth joins the tour
03:11 – Tourism vs local customers on Oxford Street
03:30 – How Rituals activates community & loyalty
03:50 – Mind Oasis demand and customer behaviour
04:39 – The role of the Water Island in the customer journey
05:03 – Demonstration of the Rituals three-step routine
06:01 – How Rituals thinks about technology in-store
06:41 – Empowering female leaders: AnneMarie’s advice
07:48 – Returning to Richard for the second half of the tour
08:14 – The energy shift when entering the Mind Oasis
08:25 – Why the Mind Oasis matters for modern wellbeing
09:06 – How design triggers a slower pace
09:24 – Continuous improvement across 1400+ stores
10:12 – Technology: invisible, supportive, never distracting
11:13 – Community, relevance and premium hubs
12:01 – Richard’s favourite parts of the store
12:48 – Creating a home-like feeling through fixtures & lighting
13:45 – Why lighting is undervalued in retail design
13:55 – Invitation to visit the Oxford Street flagship
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