Facial exercise and skincare brand, FaceGym has opened its first permanent concession at Selfridges on Oxford Street. Transporting customers into the industrial luxe world of FaceGym, FormRoom developed brand signifiers in bespoke gymnasium hoops – a homage to retro sports equipment – as contemporary, functioning LED lighting. The FormRoom team also designed a custom built MAKE IT bar, complete with tapped glass serum vessels, where customers can blend their own unique oils with the help of expert mixologists.
FaceGym has a strong environmental identity that FormRoom established in the design process. Working to a brief of achieving a minimum of 25 per cent usage of recycled materials, the design company sourced sustainable materials including the use of SMILE Plastics sheet material. Manufactured from recycled yoghurt pots, the bespoke sheeting has been used throughout the bar top and POS shelving units.
Champagne gold meshes fixed to the bar juxtapose the hardened concrete wall surfaces. Warm LED lighting provides a soft, luxurious glow within the bar and throughout the industrial yet feminine space.
The new workout studio invites customers to experience FaceGym's signature workouts by qualified trainers. Additionally, individual DIY stations have been created for customers to try out the brand's products for themselves – offering a distintively faster-paced experience to that of retail stores.