design:retail - July 2017 - 22
clicks & mortar
EAUTY BRAND FACEGYM has
touched down at London's
fashionable King's Road with a
two-story, 1,435-sq.-ft. store that
offers customers cutting-edge facial
workouts (yes, you read that correctly) and state-of-the-art technology like lasers,
ultrasound and radio frequency, plus CRYO therapy. An Open Beauty Lab within the store includes
a range of homegrown and exotic cold-pressed
organic oils to be custom-blended with beauty
boosters and antioxidants for each individual client.
Founder Inge Theron collaborated with natural skin expert Alexandra Soveral to develop the
concept and worked with New York design agency
Avroko (which recently opened a London office)
to create the brand's debut physical store, having
spent years traveling the globe in the search of the
ultimate beauty and health experiences.
U.K.-based Prop Studios created a window
scheme with the brand's "future retro" aesthetic
concept. With a nod to the hoops found in traditional gyms, bespoke LED light rings have been
suspended with an internal oak shelf to highlight
key product launches. Hand-dyed leather straps
also mimic the brand's signature colors.
Bespoke oak frame light boxes signify the Open
Beauty Lab concept with a simple play on the traditional "open" sign, while a discrete tonal storefront
and hang sign are bathed in a yellow glow-the
brand's signature hue.
Six themed screens were painstakingly recreated
from original retro TV sets, with vacuum-formed
molds complete with curved screen wrapping over
digital monitors. These are then stacked together,
allowing the brand to showcase introductory tutorial videos and campaign imagery.
"FaceGym is a market-changing brand with
a deep understanding of their customer's needs;
we're enjoying bringing this identity into stores internationally," says Lisa Ronan, business director
at Prop Studios.
Futuristic facials and beauty products offered in
a sleek physical store-that's a "gym" we wouldn't
- Mark Faithfull