Rituals Opens Mind Oasis Flagship Store on Oxford Street

Rituals has chosen one of the busiest stretches of Oxford Street for its calmest concept yet. The brand’s first UK Mind Oasis has opened at 297 Oxford Street, housed within Rituals’ largest UK store and centred on a 463 square foot “mind spa” that treats mental rest as the new luxury. The flagship blends science based relaxation with immersive design, inviting Londoners to step off the pavement and into a space built for slowing down.

To mark the public opening on 20 November, Rituals turned the launch into an event. Presenter and entrepreneur Laura Whitmore provided a live DJ set in store, while early guests explored the Mind Oasis, booked treatments and left with goodie bags, personalised engravings and embroidery, and loyalty-led gifting perks across the opening weekend. he night before, nutritionist and author Emily English hosted an intimate preview, curating a menu of brain boosting canapés and functional drinks that echoed the concept’s focus on mental clarity, stress reduction and energy regulation.

At the heart of the new destination are Rituals’ Brain Massage experiences, which take place inside what the brand calls a “recharge cocoon”. Guests settle into a zero gravity chair while breathwork, light therapy, 4D sound and gentle haptic vibration guide the brain towards a theta state, the liminal phase between wakefulness and sleep that is associated with deep meditation and mental reset. The 30 minute Brain Massage Recharge is pitched as a powerful intervention for city fatigue, while the extended Deep Rest & Reset session allows time for a slower descent into stillness.

Body work comes by way of Hydro Massage, a fully clothed treatment that swaps massage tables for a heated waterbed. Warm water jets move beneath the surface of the bed to ease muscular tension, while LED beauty lights deliver a cosmetic boost and red light therapy supports skin rejuvenation and circadian rhythm balance. The entire space is scented with The Ritual of Jing, and guests can customise both fragrance intensity and nature inspired soundscapes, blurring the line between spa ritual and sensorial tech.

The design of the Mind Oasis is deliberately cocooning. Tucked away from the main shop floor, the lower ground sanctuary trades Oxford Street’s visual noise for low lighting, soft textures and sound design that shifts as guests move between experiences. Editorial tours have framed it as a “mind spa” that offers a genuine pause between coffee runs, Christmas shopping and rush hour, rather than yet another high street pop up.

Across the rest of the store, Rituals has leant into its positioning as a wellbeing led lifestyle brand. Shoppers can move from a Brain Massage to browsing bath and body collections, home fragrance and gifting, or explore tools that extend the Mind Oasis experience at home. Opening offers include discounted foaming shower gels, complimentary embroidery on robes, towels and select gift sets, and engraving on higher value purchases, all designed to tie the new service layer back to Rituals’ core product universe.

The London site represents Rituals’ 131st UK store, with two more locations to follow before the end of the year, and builds on Mind Oasis openings in Amsterdam, Zurich, Barcelona and Berlin as the concept evolves from flagship experiment to global format.