Nu Skin flagship ‘future proofs’ its format

Health-and-beauty firm Nu Skin is rolling out a new store design based on its Shenzhen flagship, which opened in November last year.

A Digital Signage Connection case study described the Nu Xtore flagship as “a state-of-the-art digital sensory experience centre that incorporates Nu Skin’s history, high-quality products, community involvement and scientific innovation”.

Two further Nu Xtores are scheduled to open this year in China, following the Shikatani Lacroix Design “future-proofed” format intended to reflect trends in the market and target younger consumers. The design was put together in partnership with consulting firm MetaThink, building a combined conventional and digital experience to support the firm’s brand story and blur the line between gallery, science center, community hub, and event space.

“Metathink and SLD delivered beyond expectations in elevating the Nu Skin brand to new heights through user-driven insights, meticulous strategy and digital immersive experience design,” said Nu Skin’s VP of marketing Queenie Sheng.

“It was important to create a cohesive and choreographed experience that flowed from start to finish,” reads the case study on SLD’s store design, centred around a central “Fountain of You” interaction piece that serves as a visual metaphor for youth, wellness and energy. 


“Integration to existing digital tools and applications requiring data exchange added additional levels of complexity to the digital experiences. In very short timelines, all of the graphics, wayfinding, digital experiences and environmental design had to constantly evolve and adapt.”

The design won a DSE 2019 APEX award in the Retail Environments category.

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