Project: Hershesons

Design: gpstudio
Opening date: April 2018
Store size: 464 sq m


A new beauty experience has opened its doors on Fitzrovia’s Berners Street. Hair specialist Hershesons has opened a beauty destination featuring Suman Brows, The Light Salon and DryBy, the Mortimer Street nail salon, skin treatments by Dr. Barbara Sturm, Sunday Riley skincare, with waxing and laser hair removal by Ministry Of Waxing coming soon. The brief was not to create a ‘hair salon’ but create a flagship ‘store', as Gregor Jackson, founding partner of gpstudio, explains. 'A new generation beauty playground, with the depth and variety of a mini department store, and a relaxed, open and immersive experience.'

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Luke Hersheson, creative director at Hershesons says: 'This is not a traditional salon – it’s a beauty space, a work space and a social space wrapped into one. Customers can pick and mix the services they want according to their needs and their timeframe. Or they can hang out in the cafe and have a coffee. It’s a space that will build around our customer.'

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So, what makes it the ultimate beauty destination? 'It has a lifestyle vibe to it and puts the visiting client (or potential client), in control of how they use and interact with the space. It's relaxed, informal, and at every turn there is something to experience. It's multi-faceted; each visit/experience could be completely unique and rewarding. It’s the 5G of retail store design!' says Jackson.

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The choice of materials and finishes was very much a collaborative approach between the client, Racheline Michaels, and gpstudio. 'Every marble, wood, metalwork, tile, glass, wallpaper, colour, texture, pattern and grain was carefully curated until we had the palette we wanted – one that had a "posh grittiness", and created departments or zones as well as delight,' continues Jackson.

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gpstudio has worked with Hershesons for a number of years on the brand's previous Mayfair flagship and various refurbishments, concessions and styling bars. A new site has already been mentioned for next year.

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Refreshments in store are provided by lifestyle cafe Sans Pere, which has chosen Hershesons as it's third space. Customers and visitors to the store will be treated to a unique menu designed by Sans Pere to create both a visual and taste experience. Fusing the best English and French recipes and ingredients, the cafe offers an array of its signature pastries and patisserie alongside a menu of healthy but wholesome savoury plates.

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Sans Pere completes the roster to create a unique cafe-come-work-come-social-space where customers can eat, drink and relax before, after or in-between treatments. The striking design of the cafe features Sans Pere’s characteristic distinctive style.

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