Fresh Lifestyle - Fitzrovia

Reis have created the design for this latest flagship Aveda lifestyle store for premium salon brand Fresh, located at the prestigious Fitzroy Place development in Fitzrovia London, housing the UK headquarters for Estee Lauder companies. The salon has been designed with ethical and eco values at its core whilst maintaining a feeling of understated luxury. The design incorporates an eclectic mix of tactile materials including monolithic, rusted corten steel panels, concrete wall finishes, vintage brass mesh detailing and the iconic 4 metre long tree-trunk feature table made from a single sheet of sustainably sourced English chestnut to create a sophisticated, understated Eco-Luxe style. The design follows our principal of delineating 'energy' & 'relaxation' zones to accentuate the 'salon journey' through the various salon functions.

Take the virtual tour

All images © Simon Wagner