Futuristic Beauty

By Mark Faithfull

Beauty 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 dread visiting.


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