Opening date: July 2017
Store size: 418 sq m
Hairdresser Skyler Mcdonald has spent the last two years completely re-engineering everything connected to the professional hair colouring process, creating the first hair colouring only salon in London and the UK entitled Skyler London. After searching much of the London retail market, the final choice of location for the team was Wandsworth, a 418 sq m double height retail space at Southside Shopping Centre.
'We were approached by Skyler to create a brand for this unique concept and we took our inspiration from the intricate process of hair colouring. The linear identity represents hair in its most simplistic form whilst the various colour graduations represent the numerous hair colour application options available, says Simon Hutton, managing director of tothepoint, which designed the new store concept.
tothepoint's first challenge was visibility of the brand on the high street, ensuring everyone could see the newly opened salon. With its prime location on the main road, it needed to have impact. The large exterior neon style LED sign and large format lightbox, with its fashion orientated hair model imagery and window vinyls, all contributed to maximising visibility, ensuring Skyler London stands out against the other retailers in the area.
At the entrance, a huge reception atrium lightbox, featuring a colour treated fashion model, instantly draws the eye from every direction. A metallic slide lets you know that this is no ordinary salon.
On the right, a large colour menu lightbox conveys the total service offer whilst on the left, wall vinyl text conveys the company's mission statement and aspirations.
Clearly defined workspaces are communicated through large format graphics. The 'Colour Hatch' is a key focal point of the salon, where all the hair colour mixing takes place. Mcdonald was keen to stand out and draw people's attention, as this is where all the magic happens. tothepoint accentuated this through a mixed image, combining one of the model images with a spatter effect to represent the mixes and also act as a mask for any spillages that may occur.
The Wash Area features large chevrons mirroring details of the logo incorporated as large format cut vinyls, leading people from the entrance area at the front of the space to the wash area at the rear of the salon. The linear graphics act as a good background for clients to take photos and share on Skyler London's Instagram.
Industrial style floor numbers are used to identity each colour station designed to reflect the same linear concept as the logo and are used to guide customers to their allocated seats. tothepoint used vinyl stencils and tested different paints to get te desired distressed typgraphic effect.
For signage, a suite of bespoke iconography was designed for the wayfinding signage in line with the graduated linear concept, and featuring the vibrant colour palette of the brand.
As part of the project, tothepoint also created The Kaleidoscope Club, the salon's discount card that provides customers with unlimited colour for a fixed monthly fee. A number of Kaleidoscope graphics are used across the interiors, and will be used for future product packaging and other promotional activities.