In 2020 Rituals opened the House of Rituals to celebrate the 20th anniversary of the company designed to embody the brand’s mission to bring affordable ‘beauty and luxury’ to everyone and to transform everyday routines into more meaningful moments. 

Located in the centre of Amsterdam, The House of Rituals occupies a historic building designed by the Dutch architect Eduard Cuypers with a rich and varied history including as the site of the first department store in the city. So much had to be done to bring back the glory of the old building and to create the destination flagship store in heart of the city that was the brief. This sensitive transformation and renovation were achieved by the collaboration of the Rituals inhouse Formats and Design team and local architects Kodde Architecten. 

The first task was to strip out the partitions and structures to open up each floor. The main feature of the building, the full height atrium space at the entrance, had in the past been enclosed, so restoring it to create an impressive entrance was fundamental to the concept. The grandeur of the entrance lobby is emphasised by four 6meter high palm trees that mark out the entrances to House of Rituals and Café Rouhi and frame an impressive display in the centre. The backdrop to the atrium is the new gold elevator and staircase with a plant wall that extends the full height of the building. All reminiscent of the traditional style of the old department store. 

The store extends over the two lower floors that are connected via new escalators to the upper floors. A combination of neutral colours, new glass structures and timber floors, create the perfect backdrop for the rich colours and materials of the Rituals furniture and products. Wallpapers were added in deep luxuriant colours that reflect the traditional rich colours of Indian silks that have inspired the Rituals look and feel.

 Lighting was carefully designed to highlight the products but also to create drama and to add ‘glitz and glamour’ emphasising the luxury and richness of the interior. The connection with nature is fundamental to the Rituals philosophy and is accentuated throughout the store by the planting and of course the Rituals cherry tree. 

On the floors above the store is situated the Rituals Mind & Body Spa as a natural extension intended to compliment and underpin the Rituals brand philosophy of personal wellbeing. The Mind & Body Spa is a contrast to the sensory explosion of rich vibrant colours, sounds and smells found in the store below. The Spa areas have been created using a neutral palette with natural materials to induce a feeling of calmness and relaxation with touches of opulence to elevate the experience above a traditional spa environment. 

As with the store below, full advantage has also been made of the large windows that flood the spa with natural light and a view of Amsterdam’s rooftops and open sky, emphasising the feeling of detachment and peace from a bustle of the city below.