Haeckels opens a beauty universe HQ

Margate, UK – Beauty brand Haeckels is taking over a disused casino in Margate, transforming it into a headquarters and brand space open to the public.

The destination, which the brand calls Haeckels Home, will include laboratories, growing rooms, making areas and beehives for creating the brand’s grown-to-order products. Alongside this, editing and recording suites will allow Haeckels to create digital content on-site. Elevating its experimental approach beyond traditional store environments, the brand will allow customers to watch products being mixed and bottled from a restaurant area in the casino’s former bar.

In addition, a beauty academy along with a skincare and fragrance school brings an educational element to the store. ‘For the next stage of Haeckels, we want to show you what we do rather than tell,’ says the brand in a statement.

By turning its brand ethos into an interactive store experience, Haeckels expands on ideas we explore in Elastic Brands – in which businesses are turning their workforces and retail spaces into transformable entities.