HOTSEAT ANN MURRAY
More than 30 years after The Sanctuary spa launched in Covent Garden, the brand is rolling out with a series of high street spas. We speak to managing director Ann Murray about the plans for the women’s only spa brand
Why do you think The Sanctuary has been so successful? We have a unique brand. The spa was the UK’s first women- only day spa. It launched in 1977 and has evolved over the years to provide the ultimate retreat for women. We wel- come 64,000 women through our doors each year and are therefore able to talk to them directly about their needs and concerns. This gives us the opportunity to specifically target the areas our customers tell us are important to them. The Sanctuary product range, which was launched in 1998, has also helped us to increase our brand awareness and has been a huge success – it is currently Boots’ sec- ond biggest selling beauty range.
“We have worked hard to create an environment which our guests love. We have fans across the country who could only come to the spa on rare occasions as they live outside London”
How has The Sanctuary changed since its launch? When The Sanctuary first launched, it was known for provid- ing respite for dancers of the Royal Ballet. Over the years the brand has evolved to provide more experiential facilities, including our much copied Sleep Retreat. We have contin- ued to develop our Sanctuary signature treatments for both body and face. Our product range has also continued to develop and improve, and it offers women the possibility of spa-type treatments in the home.
When did you join The Sanctuary? I joined in June 2010 as managing director. I was attracted to the job because it’s a hugely challenging role in a hugely exciting industry. The Sanctuary was one of the UK’s first day spas; today it is still one of the largest in terms of its facilities and the number of guests through the doors. We have exciting growth plans for the brand and it was the perfect time to take on this role.
Why has The Sanctuary decided to roll out now? We have a much loved and trusted brand within The Sanctuary and we want to be able to bring this magic to women across the country. With the backing of PZ Cussons, which acquired us in 2008, this is now possible and the
Redesigning The Sanctuary
In June 2010 interior design company Charles Leon Associates completed a refurbishment of The Sanctuary in Covent Garden, London. The spa’s reception, lounge and dressing room, restaurant and Koi Carp Lounge were all restyled, transforming the previ- ously dated interiors.
The Sanctuary in Covent Garden has been brought up to date
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Charles Leon Associates were given a brief to move The Sanctuary away from its underlying Oriental theme towards a more English, eclec- tic style. Throughout the spa an oversized Baroque pattern has been used, from wallpapers and fabrics to tiling and fretwork screens.
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In the reception area, upholstered pouf cabinets with mirrored doors and crystal doorknobs filter guests towards long mirrored reception desks. The lounge needed to act as a space for socialising as well as private relaxation and even sleep- ing. Charles Leon Associates zoned the space into three areas – a café- style space with armchairs and coffee tables, a relaxation area with low lighting and velvet seating, and a third area with day-bed sofas for guests to recline and sleep on.
Charles Leon Associates also designed the new day spas.
ISSUE 1 2011 © cybertrek 2011
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