London – When you walk into Privet in Notting Hill, it feels like you have stepped out of the city and straight into the country. But unlike most spas, it is not a country manor that Privet hopes to imitate, but the gardening shed.
Privet’s interiors explore the spa’s tagline of Top to Toe Topiary. The spa features four individual gardening sheds that act as treatment rooms, each with their own theme. The Orangery is for spray tans, the Log Cabin comes with bronze deer heads, while the Potting Shed and the Writer’s Room each have their own stylised trinkets. On public display is the Manicured Garden, lined with carefully trimmed hedges to add ironic effect to the nail station. The Tool Shed is the treatment room for men, who can be pruned and trimmed in a setting of vintage tools.
The spa has a distinctly unisex feel, with warm tones of wood and greenery lending a rough outdoorsy aesthetic to appeal to both men and women looking for a quick city escape. While spas always provide such respite, it is refreshing to see one take on a humourous tone and embrace a new aesthetic beyond white minimalism.
For more examples of branding and retailers that focus less on gender and more on service, read about No-gen Retail in our Athena Woman macrotrend.