Why it won
Judges' Choice is a special recognition for a project that truly stood out to the judging panel. There is no separate entry process or shortlist. The award is chosen from the projects entered into the Creative Retail Awards, giving the judges the chance to recognise an entry they collectively feel deserves acknowledgement beyond its original category.
For 2026, that project was Holland & Barrett's Cardiff Experience Store. Rather than simply creating a new store, Holland & Barrett has rethought what a physical retail space can offer. Personalised wellness discovery, health services, consultation areas, interactive features and a dedicated wellbeing studio sit alongside the core retail offer, creating a customer journey centred on engagement, education and meaningful interaction.
What particularly impressed the judges was the ambition behind the format and the way that vision has been translated into a cohesive experience. Every element has a clear purpose, from the layout and service proposition to the way customers are encouraged to explore their own wellbeing.
The store shows how an established high street brand can evolve its physical presence while keeping a strong sense of identity and commercial purpose. It looks beyond the transaction, positioning the store as a place for discovery, expertise, community and experience.
It was this combination of ambition, innovation and considered execution that led the judges to recognise it beyond the established categories.
“Awards like this are a great opportunity to take a step back and appreciate the work that goes into a project. There was a lot of thought and craft behind what we created with Holland & Barrett and it’s great to see that recognised. Most of all, it’s a brilliant result for the team and everyone who helped bring the idea to life.”
The project
The Cardiff store launches a new format for Holland & Barrett and forms part of its £70 million transformation strategy. Designed with Syn, which led the creative direction, design and build, tone of voice and communication strategy, its feeling first concept uses tactile materials, calm visual cues, emotive messaging and easy navigation so the store feels welcoming rather than clinical. Key moments include the Wow Wall, a Be strong for life campaign window and the Mission Island, where shoppers explore tailored solutions from gut health to sleep. A wellbeing studio hosts yoga and Pilates, alongside health checks, blood testing, consultation rooms and the H&B&Me pod, which helps customers understand their biological age.
On the night
Judges' Choice was announced by judge Judith Kelly, Head of Retail Design and Delivery at Hammerson, on behalf of the judging panel. The Holland & Barrett team then came up to collect the award.
2026 winners
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