Fresh Lifestyle - Fitzrovia
Project: Aveda Flagship Lifestyle Store
Client: Fresh Lifestyle
Location: Fitzroy Place, Fitzrovia, London
Project Overview
Reis Design were commissioned to create a new flagship Aveda lifestyle store for premium salon brand, Fresh Lifestyle, in London's prestigious Fitzroy Place development. The project's primary goal was to create an immersive and sophisticated space that not only reflected Fresh Lifestyle's premium brand but also delivered a unique retail experience for their haircare brand partner, Aveda. The new location is also situated within the same complex as the UK headquarters for Estée Lauder, adding to its significance.
Our Approach
Our design strategy focused on creating a vibrant and complementary space that honoured both brands. We achieved this through a careful selection of materials and finishes that evoke a sense of natural luxury and energy.
- Sensory Palette: We developed a rich material palette that includes weathered steel, ancient carvings, and rough-hewn wood furniture. This combination of raw and polished textures creates a dynamic, tactile environment for clients.
- Energetic Branding: We integrated Aveda's brand identity through a tailored material palette that is both vibrant and complementary. This was subtly woven into the overall design, from retail displays to the salon's styling stations.
- Immersive Experience: The layout was designed to provide a journey for the customer. From the moment they step through the door, clients are drawn into a world of texture and scent, with distinct areas for retail & hair services.
- Attention to Detail: Every detail was considered, from the bespoke joinery for product displays to the lighting design, which enhances the mood and draws attention to key features. The result is an environment that feels both contemporary and timeless.
Outcome
The completed project successfully positioned Fresh Lifestyle's Fitzrovia salon as a premium Aveda flagship store. The design has been praised for its sophisticated style and its ability to deliver a unique, captivating brand experience that is both energetic and tranquil. The salon is a standout destination within the prestigious Fitzroy Place, offering clients a luxurious escape in the heart of London.