What: John Lewis will be testing new concepts in collaboration with neuroscience experts at one of its stores over the next year.

Why it is important: The department store is taking a unique approach to enrich customer mood and experience.

The concept will be launched across almost half of the two story space in Horsham, West Sussex with plans to be rolled out to three other locations in the spring.

John Lewis hired neuroscience experts to look at the store’s design and prescribe fragrance, colors, and sounds to specific areas.

There will also be a new children’s area with an interactive treasure hunt, activity table, and a nursery advice service.

The partnership is expected to report an annual pre-tax loss before one-offs of about GBP 50 million, compared with a profit of GBP 181 million last year.

John Lewis to trial ‘multi-sensory experience’ across UK stores