Boots x Anya Hindmarch revisit the pharmacy's 70's style in new concept store
‘Anya Hindmarch welcomes Boots to The Village’.
The campaign is a 1970s‑inspired concept store and limited‑edition range that raids Boots’ pharmacy archives and runs them through Hindmarch’s filter, raising a smile and creating the warm, nostalgic feeling we all know and love.
Driven by Anya Hindmarch’s in‑house creative studio in partnership with Boots’ brand team, the campaign draws from an era ripe for referencing in an age where we’re all a bit obsessed with retro stylings.
The Village Hall on Pont Street was chosen to become a retro Boots store complete with white‑coated pharmacy references, apothecary shelving, tiled floors and archive artefacts.
Alongside the environment comes a co‑created line of bathroom essentials, nostalgic wash bags labelled ‘First Aid’ and ‘Meds’, and new Anya Brands pieces featuring pharmacy staples like Berocca, Advil, BAND‑AID Brand, Imperial Leather and Nurofen.
The collaboration also revives the much‑loved Universal Bag in Boots blue and white, designed exclusively for the space.
Our take
The visual language here leans heavily into 70s pharmacy nostalgia, keeping the archival typography, chalkboard graphics, and a playfulness that recalls Hindmarch’s earlier ‘I’m Not A Plastic Bag’ campaign. Being born in 1982, I was unaware of this Boots aesthetic, so I definitely enjoyed the glimpse into the past.
The ‘smiley’ mood fits the current era of retro optimism nicely, but one could argue that it stops just short of a 2026 upgrade. The look is knowingly kitsch, yet the codes are familiar from a long line of nostalgia‑driven collabs by various brands. Despite loving the aesthetics, is it too easy to just replicate the style of the past?
As an experiential moment, the installation and products are on point. You can happily enjoy a visit, take photographs, and it’ll look great on Insta. But as a piece of brand storytelling, it arguably relies a little too much on the feel‑good glow of nostalgia rather than pushing Boots into a new, future‑facing territory.
Images courtesy of Anya Hindmarch/Boots campaign
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