Jurlique Spa
Atlanta, Georgia
Health & Wellness
A hospitality-integrated spa environment designed to support Jurlique’s re-entry into the U.S. market within a landmark luxury hotel.
Located within the InterContinental Hotel in Atlanta’s Buckhead neighborhood, Jurlique Spa marked the Australian skincare brand’s strategic return to the United States market.
Irwin Raymond was engaged to retrofit an existing spa environment within the hotel—translating Jurlique’s contemporary, nature-inspired brand identity into a space that aligns with both the expectations of luxury travelers and the historic character of a landmark hospitality property.
The project required careful integration between global brand standards and local architectural context.
The goal was to reintroduce Jurlique to the U.S. market through a thoughtfully designed spa environment that would elevate brand awareness and reinforce product credibility.
The space needed to function as both a tranquil retreat for hotel guests and a destination spa experience for the local Buckhead community—while remaining true to Jurlique’s international identity.
The Challenge
The success of this project required balancing contemporary brand aesthetics with the established architectural character of a landmark hotel.
Key challenges included:
Integrating Jurlique’s modern, nature-driven brand identity within the historical framework of the InterContinental Hotel
Aligning two distinct brand experiences—Jurlique and InterContinental—within a cohesive environment
Maintaining strict budget parameters
Incorporating high-end imported materials essential to the Jurlique brand
Retrofitting an existing spa footprint without compromising design intent
The environment needed to feel authentic to Jurlique while remaining contextually appropriate to its hospitality setting.
Our Strategy
We approached the project through a hospitality-informed wellness framework—ensuring seamless alignment between brand expression, guest experience, and operational requirements.
Our strategy focused on:
Translating Jurlique’s botanical heritage into architectural and material expression
Creating a tranquil, sensory-driven spa experience that supports product storytelling
Integrating refined detailing and millwork that bridges contemporary and classic design cues
Coordinating vendors and imported material sourcing to protect design integrity
Managing budget, procurement, and execution to ensure brand consistency
Every decision reinforced the goal of positioning the spa as both a brand flagship and a hospitality amenity.
The Design Solution
The final environment blends Jurlique’s contemporary, nature-inspired aesthetic with the timeless elegance of the InterContinental Hotel.
Material selections and millwork details reflect the brand’s commitment to botanical purity and craftsmanship, while the spatial layout promotes calm, privacy, and intuitive flow. Soft lighting, layered textures, and refined detailing create a tranquil atmosphere that supports both relaxation and product discovery.
The result is a spa experience that feels distinctly Jurlique—while seamlessly integrated within a luxury hotel setting.
The Result
Renewed brand awareness within a high-profile hospitality environment.
The completed project delivered:
A successful physical platform for Jurlique’s re-entry into the U.S. market
A tranquil spa destination appealing to both travelers and local clientele
A refined setting that elevates the perceived quality of Jurlique’s skincare products
By embedding the brand within a respected luxury property, the spa reinforced Jurlique’s positioning as a premium global skincare leader.
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Interior Design
Millwork Design
Vendor Coordination
Budget Analysis
Project Management
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Jurlique Spa represents a strategic brand reintroduction—leveraging hospitality context to rebuild awareness and credibility in a competitive U.S. wellness market.
Through thoughtful integration of brand identity and architectural context, the project established a refined environment that supports both experiential engagement and long-term brand growth.