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Staying true to its apothecary roots is at the forefront of Kiehl’s store design strategy, leading the brand’s outposts to feature Mr. Bones the skeleton and a smattering of test tubes under chandeliers and neon lighting.

“We’re New-York-born-and-bred, so we always stay true to our East Village roots, keeping it edgy through eclectic design elements like wall murals, graffiti, exposed brick walls and neon lights,” said Maria Gustafson, Kiehl’s senior vice president of global creative. “We commissioned a mural from graffiti artist group Tats Cru outside of our Hell’s Kitchen store as a nod to the gritty history of the neighborhood, and a full-service barbershop caters to men and references the look and feel of early New York barbershops.”

This story first appeared in the March 30, 2016 issue of WWD.  Subscribe Today.

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