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Concept Development

Photography By: Ari Burling Photography / Courtesy of XpresSpa Group

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When the Pandemic hit in 2020, XpresSpa locations were shut down across the country. The company quickly pivoted and leveraged its airport connections, to open a scrappy, new concept called XpresCheck which provides COVID testing at airports. They were able to launch several locations across the country in short order which brought in revenue and piqued the interest of investors. With capital at the ready, and a newfound expertise in medical services, XpresSpa Group looked ahead to what might be next for them in a post-COVID world. This led to their all-new concept – Treat.


Treat is a whole-health lifestyle brand, pioneering a new category of travel, health and wellness. This project was the first physical retail location for the new brand. Customers can shop for premium travel retail, schedule health services like travel anxiety care, or book wellness rooms for yoga, fitness, or meditation. This physical retail experience is connected to the Treat app where members have access to 24/7 medical care, their health passport, travel/health/wellness resources and blogs, and an online retail experience.


For this specific renovation, we were tasked with converting an existing XpresSpa location into the new Treat concept. Our firm was brought in during very early stages of the brand development. We kicked off Concept Design for Treat in January 2021 with a name, a target consumer, and a high-level list of services they wanted to offer. It was our job to work with the business and their cross-functional teams to develop the entire end-to-end customer experience and to design a space that would fully support it. XpresSpa Group had lined up two locations to test the concept in, so we were designing the concept and applying it to two different locations with scalability in mind. Scope of Services included: Concept Development; Custom Fixture, Millwork, and Signage Design; Finish/Material Specifications; Lighting Concept Development; Interior Designer for JFK, Terminal 4 location; Coordination with Vendors and Consultants; Construction Administration; and Close Out.

Treat has now been recognized for the following prestigious design awards:

- 7th Annual GRAY Awards - 2024 Health & Wellness Breakout Category Award

- Retail Design Institute 51st Annual International Design Awards - 2021 Retail Store Design of the Year

- Retail Design Institute 51st Annual International Design Awards - 2021 Concept Innovation Award

- IIDA 2022 INDesign Awards - Best INretail Award

- IIDA 2022 INDesign Awards - Best INshow Award (best overall, across all categories of design)

- VMSD Magazine 2022 Renovation Award, Honorable Mention

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