Sheridan & Co Design A Pop-up Shop For A Men’s Grooming Brand The Changing Room

Posted by Zdenka [16 Feb 2010] | Category: design | Business Press Releases

Although the sector has enjoyed a renaissance in recent years, the history of male grooming has been a series of highs and lows. “In specialised men’s grooming areas you see two main groups of men – those up to the age of 40 and another group who are 60 plus. The second group is a generation that has visited such establishments for a wet shave with hot towels and a haircut every month for most of their lives,” says Michael Sheridan, chairman of design consultancy Sheridan & Co. “Between the two was a lost generation... a lot of men’s toiletries became part of a weekly shop rather than a ritualistic, specialised area.” Fast forward to 2009 and male grooming is a fixture once more following a decade of steady if not stratospheric growth.

Recently, a new pop-up shop has been created by Sheridan & Co, The Changing Room, which is a temporary and experimental male grooming shop. It was designed to enable men to discover the brand, to try the products and treatments and to go away as brand ambassadors. Customers of The Changing Room will experience the products through complimentary treatments such as wet shave, haircut or facial and will be able to relax in great environment. The large window area displays a podium to be used to attract attention from passing men by having the hottest new boy’s toys on display. Behind the toys is a display of the brand’s range of products.

Inside the shop, three visually distinct zones divide the open-plan design and each zone interacts with the man in different way. At the front, we can find the retail zone, where the products are displayed in three divisions called Wash, Shave and Maintain. The store also displays complimentary products such as a tie or a white shirt.

The centre of the store is dominated by The Discovery Bar, which can act as a waiting area for treatment and also the area where men can discover the products. The bar consists of sunken touch-screen monitors under a flat, highly reflective black surface with a brushed metal edge. Customers can relax with a drink while reading e-magazine with product reviews, articles about music, sport or film, all on the screen. The store is design to appeal to men. Products are displayed on steel shelves against a backdrop of leather-upholstered panels. A LED sign across the top of the bar shows news feeds and other information. All the furniture is removable and in dark wood and chrome. The last area at the back is reserved for treatment. It is supplied with comfortable chairs to continue the relaxed atmosphere throughout the entire shop area.

To find out more information about in-store design contact Sheridan&Co, a full service retail design agency. Working with some of the world’s most famous luxury brands including William Grant & Son’s Ltd, Pernod Ricard, Clarins, LVMH over the last 25 years, Sheridan&Co have created some of the most exciting, and successful retail designs to inspire brand experience.
www.sheridanandco.com

For more information please contact:
Fiona Gilgrist
House PR
01536 772256
fiona@housepr.co.uk

For further information: http://www.sheridanandco.com