of ‘The Beauty Project’. A completely unique concept from Financial Times’ How to Spend it columnist Spa Junkie, FaceGym introduces us all to facial exercise; a cross between a facial and a workout. We played a pivotal role in the introduction of this innovative new brand to the industry, in the design, development and implementation of their first space; a pop-up spa on the Selfridges shop floor.
produced extensive brand documents to inspire investors and present to Selfridges. A great deal of research had been undertaken already, and we were able to use much of their visual research, such as mood boards, as a springboard for the clarification of the retail identity. BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >>
how the lifestyle imagery is applied to the wooden columns for two angles. This view also shows the two makeup stalls in the reception area alongside a chaise longue which fits in style. Page 7 CONCEPT 3 - VISUALS Facegym- Selfridges Pop-up- March 2014 Company ltd 2013 This is the view from the escalator, showing the cables acting as a screen on the top of the space. Pendant tube lights hang from the cables continuing the shape and form of the lines. On the main wall there is product storage behind clear perspex, this is accessed through the lockers on the inside of the space. ges Pop-up- March 2014 mpany ltd 2013 Using ‘Rippling’ colours on the lighting curtains will add an extra, interesting dimension to a space largely dominated by 2 colours. This will also create an interest within passers by who may then become interested in FaceGym. The colours around each pod change dependent on time left in the pod. This feature gives the client an insight into how long they have left for their treatment. Page 6 NCEPT 2 - VISUALS s Pop-up- March 2014 Copyright Michael Sheridan and Company ltd 2013 Facegym- Selfridges Pop-up- March 2014 Copyright Michael Sheridan and Company ltd 2013 CONCEPT 3 - VISUALS Facegym- Selfridges Pop-up- March 2014 Copyright Michael Sheridan and Company ltd 2013 muscles and movement of facial massage”. The cables act as a screen around the sides and top of the space. This area comprises of sharp, modern lines which are held together by the wrapped cable. The entrance desk is made from an old vaulting horse upholstered in a premium quilted fabric. Below this is where the towels and product displayed. Facegym- Selfridges Pop-up- March 2014 Research reveals 3 concepts, and leads us a step forward. FACEGYM SELFRIDGES LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> We furthered this research, and completed three initial concepts for the project. Each concept contained their own look and feel in order to strike the right balance between masculine and feminine, gym and beauty, fast beauty and quality treatment.
March 2014 Michael Sheridan and Company ltd 2013 Page 4 m- Selfridges Pop-up- March 2014 Copyright Michael Sheridan and Company ltd 2013 Facegym- Selfridges Pop-up- March 2014 Refining 3 concepts FACEGYM SELFRIDGES LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> Our lighting and colour palette began to take form. We began to consider the operational space and consumer journey, focussing on a few key points; privacy vs. theatre, beauty vs. practicality. The client selected their favourite concept, which then was reiterated and tweaked according to feedback.
LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> For this project, the location was already confirmed when we were approached by the client. This allowed us to very quickly apply the chosen retail identity to the specifications of the space.
LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> It was an 8m x 5m space, located on the ground floor womens department. As is the nature with many builds in deparment stores, there are a huge amount of pre-existing regulations with which we must comply. Further to Selfridges regulations, we also had to consider Council regulations, obtaining a special treatment license for the space, which included the addition of running water.
LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> Even the ramping around the site had to be at a precise angle. Despite FaceGym being a six week pop-up, the quality of the final build was to be of permanent site quality. This would allow for the site to be reused in another location, as well as maintaining the luxury standard.
SELFRIDGES LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> The space was built around an integral support pillar; we included this into the design by creating curved seating and a notice board wrapping around. The pillaring had to be a specific height, which affected our choices in making the treatments private.
Selfridges Pop-up- March 2014 Pillar wrap- stretched string detail on backwall. Vanity Table- Power required for lighting on mirror surround. Matt white laminate Facegym brand wall- Power required for 3D logo lettering. Matt white laminate Privacy wall- 1.2m High Matt white laminate Privacy wall- 1.2m High Yellow tint clear acrylic Pillar wrap- Power required for bulbs, shelf lighting and hot towel cupboard. Facegym brand wall- Power required for 3D logo lettering. Matt white laminate Facegym chair shroud- to provide storage and privacy for the treatment chairs. Power required for 5 small LED lights which indicate treatment time left. Pillar wrap- Antique effect mirror. This will be reduced and will allow for the seating are to be extended around. Check-in desk- Power required for Facegym and ‘welcome’ lettering Privacy screen- adjustable over the treatment chair. wording will read ‘shhh.. I’m getting of my face’ Bag hooks- These will be added onto the inner wall. FACEGYM SELFRIDGES LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> 1.2m high yellow tint clear acrylic privacy wall Brand wall with 3D logo lettering and matte white laminate Brand wall with 3D logo lettering and matte white laminate 1.2m high matte white laminate privacy wall Chair shroud to provide storage and privacy for the treatment chairs including LED treatment time indicators Check-in desk with LED branding and ‘welcome’ lettering Adjustable privacy screen over treatment chair Pillar wrap incl. bulbs, shelf lighting, and hot towel cupboard Matte white laminate vanity table with lighting on mirror Bag hooks for inner wall Pillar wrap with stretched string detail on backwall Pillar wrap with antique effect mirror
254 250 25 107 Sectional Elevation on AA 360 C 405 75 381 47° 505.5 Towel warming caddy with socket behind 1062.5 Seat Base & Unit Screwed To MDF Floor Panels Drawings approved by: Signed: Date: JOB No: F FaceGym Selfridges Pop-Up F 0 C 2 0 2014-03-28 N B C F E D C B A G G Main Floor 18mm Fire Rated MDF 1 8 Floor See Sub-Assembly 1 Considerations with invasive treatment and retail theatre. FACEGYM SELFRIDGES LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> The brand had secured a prime pop up location with a high footfall so we wanted to keep the space as open as possible to the public but at the same time protect clients’ privacy when in the chairs due to the intimate nature of the treatment. We found a balance using umbrellas to partially cover clients’ faces, conveniently placed walls and semi transparent perspex screens.
FaceGym Selfridges Pop-Up FaceGym 0000 CL 28-03-2014 0001 2014-03-28 Not to Scale 109 325 825 1 2 3 QTY. 1 h 1 1 Storage solutions with a luxury feel It was of key importance that we included storage and a waiting area for the client while they filled their consultation forms. We built storage units into shrouds behind the chairs for therapists to store beauty products, consumables and hot cabbies for storing hot muslin cloths which were used to remove make up and impurities from clients’ faces. We built a sofa/waiting area into the column and disguised bins into each side wall. FACEGYM SELFRIDGES LONDON BRAND IDENTITY RETAIL STRATEGY RETAIL IDENTITY CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >>
CONCEPT MANAGEMENT >> >> >> DESIGN DESIGN DEVELOPMENT PROJECT MANAGEMENT MANUFACTURE INSTALLATION >> >> >> DELIVER >> FaceGym launched on time on 1st May to stellar press and a throng of excited customers as one of the most anticipated trends of the Beauty Project. The concept proved so popular FaceGym were asked to set up a private treatment room in the personal shopping department to cater to celebrities and VIP’s. Selfridges granted the brand a permanent position in store due to the success of the concept. More Images >>
sheridanandco
soudai
jcasabona
rocio
garrettdimon
sachag
tessaabrams
akashhashmi
brad_frost
asonas
lara
427marketing
