Rituals has opened an immersive, sakura-themed pop-up space in Covent Garden, London. 

The two-day pop-up, located on 4 Henrietta Street, offers visitors a chance to experience the beauty of sakura (Japanese cherry blossom) through a WebAR guided tour.

The experiential space was designed by Backlash and will be open to visitors from April 21 to 22.

The store features the brand’s bestselling The Ritual of Sakura collection, scented with aromas of cherry blossom and rice milk.

Visitors can also enjoy interactive experiences including a spin-to-win wheel, complimentary hand massages and free personalised Rituals tote bags with every purchase of £40 or more.

Penny Grivea, managing director at Rituals UK and Ireland, said: “We want to help people improve their wellbeing and focus on harmonising their body, mind and soul.

“Our immersive experience celebrates the notion of new beginnings and springtime is the perfect opportunity to reprioritise ourselves, reset our routines and look ahead positively towards the next bright chapter.

“We look forward to welcoming visitors to celebrate new beginnings with us.”

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