Play station

Fabled is a new UK premium beauty and wellness retailer that breaks the online versus bricks-and-mortar retail mould. While focused primarily on online consumers, the brand’s flagship Tottenham Court Road store is designed to merge the online and physical worlds, with digital elements linking through to Fabled’s online shop, says design agency gpstudios.

Featuring curated seasonal content from Marie Claire, the store is equipped with digital screens and touchscreen technology that enable customers to learn about, and experiment with, a range of products.

Using Ocado’s expertise, the online store offers one-hour delivery slots seven days a week. Precision delivery is essential to Fabled, in order to match ‘the fast-paced lives of beauty-savvy women everywhere – so no more waiting around for your next beauty fix’, says Marie Claire publishing director Justine Southall.