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Taking FaceGym from challenger brand to global beauty disruptor

FaceGym
FaceGymBrand ExperiencesHealth & BeautyUKNew YorkLondonUSALos Angeles

Objective: Design a groundbreaking facial fitness studio to fuel global expansion and brand credibility.

Goodbye botox, hello facial fitness. FaceGym is the challenger brand that is transforming the beauty retail industry with its revolutionary facial workouts. Our interior design concept has contributed to their significant and sustained growth, winning celebrity fans including Alexander Wang and Karlie Kloss and exclusive retail partnerships all around the world.

To bring their innovative retail proposition to life, we designed a cutting edge and completely scalable facial fitness studio which balances the glamour of beauty with the energy of sport. Once this was established in the UK, we developed a global concept and interior design toolkit which enabled FaceGym to expand into the USA, placing it in lucrative locations in Hollywood and NYC, directly in front of America’s celebrity and fitness-dedicated audiences. Then we helped launch the brand down under, with a boutique facial fitness studio in Mecca’s new ‘beauty store of the future’ Flagship in Sydney.

It’s not a facial: The new interior design concept launched in Coal Drops Yard, balancing the glamour of the beauty and the utility of a gym in a truly unique setting.

The mixology bar design: blend-your-own facial serums using FaceGym's vegan cold-pressed oils with help from expert skincare mixologists.
Your new workout regime: Our beauty retail design concept mimics the gym experience with Preparation, Work Out and Cooldown areas.

A unique brand experience design: we created the interior design language to both disrupt the beauty industry, whilst delivering an intuitive customer experience.

Take your face to the gym: trained therapists deliver FaceGym’s innovative facial fitness treatments such as SKIN IV and Cryo Oxygen, or lighter workouts like Yoga Face.
The secret is out: the ultimate beauty retail concept with collagen-boosting workouts.

And the winner is…: FaceGym Hollywood launched just in time for award season, offering Oscar and Emmy nominated celebrities a new workout ‘Red Carpet Ready’.

High-Performance, Low-Intensity: equipment-like lockers, jump boxes and a ballet bar are used in the place of traditional furniture to create a high-performance interior design concept.
Equipment like lockers, jump boxes and a ballet bar are used in the place of traditional furniture to create a high-performance environment.
The VIP treatment: elevated product presentation using recycled materials creates a signature interior design language that differentiates the brand.

“The space is very directional, creating a truly genderless, high-performance face studio like nothing the beauty world has seen.”

Inge Theron, Founder FaceGym

A PT, for your face: we created a unique studio space for the brand’s facial therapists to deliver dynamic, non-invasive workouts for the 40 forgotten muscles in the face.

At-home facial fitness: our brand communications team created in-store POS for FaceGym’s expanding product offer including award-winning skincare tools.
Creating shelf-appeal: we supported FaceGym’s own-brand product launch with bespoke retail design systems in Selfridges, Sephora, Nordstrom and Mecca Sydney.

Looking for a creative brand experience design?

If you are looking for a global retail interior design agency in London to lead your brand experience project, let’s talk. You can also check out some of our award winning retail store concepts on our work page, or take a look at our Wonder blog for all the latest cross-industry insights and creative inspiration.

Don’t forget to connect with us on LinkedIn today.

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