In dialogue with the neighbourhood

In a well-curated city district, every place serves a purpose. We analysed the 42 developments in Nine Elms – central London’s largest regeneration project – and found a gap for a different kind of place. By merging the worlds of health, beauty and lifestyle into one store, we created a space to simply be and feel good about yourself. New spaces can feel like spaceships that have landed into communities and so it was essential for this to be in close dialogue with its neighbourhood. We borrowed from the district’s DNA – ‘Embassy’ gives it a wordly outlook, ‘Gardens’ roots it in nature.

We chose the name Linnaean after the Swedish naturalist Carlos Linnaean, who is the father of modern taxonomy. His work in helping us understand the natural world and our place in it was a naturally-fitting story. Working with interior designers, MBDS, we unravelled the brand experience throughout every moment of interaction – from the uniforms, tableware and menus to the online shop and interconnected digital ecosystem. We designed each moment to be joyful while aesthetically embracing minimal sophistication.

A destination

Today, Linnaean is loved by its locals. It has become a beating heart of the community and a space that is not only used but treasured. In turn, this has generated a perceptible buzz with people travelling from across the city and beyond to experience its specialness. And, off the back of that, discover this new city district. Which is why Elena is being offered more spaces by developers in the area to turn into new-found destinations.