A prime high street unit in Portman Square, London, has been transformed into HydraFacial’s – the aesthetic device manufacturers – new London flagship location.
LDN Flagship is a hybrid venue that features retail, cosmetic treatment and office workspaces to an event space for brand events, masterclasses and expert-led forums with doctors, facialists and makeup artists, as well as a VIP suite.
This new concept, a first for the retail sector, has been designed by Chameleon Business Interiors and includes an ‘influencer area’ complete with social media backdrops, VIP treatment rooms and neon signage activated by movement.
Kevin McIntosh, head of design at Chameleon, said: “The interactive features and treatment suites at LDN Flagship will allow consumers to experience products and treatments before purchasing. The space also offers dedicated training for HydraFacial practitioners.
“White flooring, black ceilings, neon lighting and bold ceiling features are just some of the design elements that create an experience worth sharing.
“The layout and feel of the space can be changed easily for both daytime and evening events and training sessions. The island reception desk will transform into a bar, booths will be wheeled away to create room for socialising and feature lighting will all help to create a sense of occasion.
“This has been a great brief to work on. The client wanted a flagship space that was fun, relatable, flexible, vibrant and that would ultimately be considered ‘the place to be’. The overall monochrome feel, broken up with feature lighting and colourful ceiling and flooring elements, really achieves this.”
Shaun Watts, chairman at Chameleon, continued: “We are really excited to be delivering a project that is truly the first of its kind in the UK but which we think more retailers will adopt in future. It is a completely new take on the high street and the space has been designed with that in mind, bringing the client’s vision to life.”
HydraFacial currently operates in 87 countries around the world, has over 450 employees and works with more than 50 distributors serving more than 12,700 customers worldwide. The new LDN Flagship will play a part in delivering more than 2.5 million treatments globally in 2022.
Lauren Gibson, UK & Ireland country manager said: “Our new LDN Flagship is an industry first – a unique, interactive space that’s been designed to inspire treatment curiosity among consumers whilst supporting our community of providers. The space reflects our brand values perfectly and guest reaction has been incredibly positive.”