With its boudoir design, waxing boutique Strip whose philosophy is “waxing is a treat not a chore”, dispels the idea that waxing is boring and painful. Tracy Tran looks at Strip’s latest opening at One New Change
With stores already in Notting Hill, Chelsea and Soho, which had been designed and fitted in house, Strip is a company familiar with shop design. The boutique, which combines the sale of mid- to high-end lingerie and pampering products with selected beauty treatments for both male and female customers – bases its treatment room designs on the different flavours of its lycon waxes it produces. However for the its latest venture away from the highstreet and into a shopping centre, owners Maria-Louise Featherstone and Danielle Featherstone-Price enlisted the expertise of designer Sara O’Rorke from Cord to adapt an existing design into one that would fit in with the new surroundings.
Strip at One New Change, comprises two elements: a retail space at the front of the store, and four treatment rooms on the ground and mezzanine levels. However, despite being the first occupiers of the space in the new build, it wasn’t an easy enter and install job. The initial space did not offer a mezzanine and it was clear from the outset that there wasn’t sufficient space for all four-treatment rooms, which the client had requested. Planning permission was then called upon for a mezzanine to be built, and following the landlord’s agreement, the project was able to continue, but with challenging time constraints.
Several contractors were brought in to transform the 97,000sqm area (67,000sqm on the ground floor and 30,000sqm mezzanine). Quoin built and laid out the foundations of the store (the floor, rooms and wall paper), Pearce Signs created Strip’s signage, Andy Thornton designed the balustrade, and Resolution Interiors were responsible for the retail element at the front of the store, which the client had requested to be a bigger focus for its flagship store.
The design concept is influenced by traditional decorative style rather than a clean modern retail space. Due to the narrowed angle of the store, full height angled walls were fitted to the front of the store to lead into the merchandise and create a powerful visual element that is visible from a distance. These flank walls were finished with black and white jacquard wallpaper and six lightboxes, three on either side.
To keep the retail space as uncluttered as possible, a series of off white cabinets – designed by Cord, manufactured and fitted by Resolution Interiors – were built to fit alongside the wall. The wardrobe provides flexibility of display (front hanging, side hanging and shelving) and includes a series of low drawers for stock storage. Each unit has integrated lighting – this includes light under the skirting to make the units float above the floor and within the pelmet to illuminate the products. The bespoke wardrobe is a new element to the Strip shop design, as the clients had previously used bought furniture for its stores’ retail area.
Resolution Interiors were recommended to the clients by Sara, who had experience of working with the shop fitters in city-based shopping centres in the past, and knew of their skill in manufacturing in-store furniture. However with just a three-week time scale, Resolution Interiors certainly had their work cut out. Sara explained, “Resolution Interiors were aware of issues of delivery, installation and access. Because of all the site restrictions we weren’t allowed to work outside of our unit and the shop was crowded with many different trades. The great thing about Resolution Interiors was they were able to build the furniture off-site and just come in and install it over a couple of days. They did a great job, because you wouldn’t know that it was a series of elements that were brought in and installed on-site.”
As well as the cabinetry, Resolution Interiors also took on the manufacturing of the cash area. Designed by CORD, the cash area consisted of a high level counter with a high gloss black and white finish, a padded and studded faux leather front, and a glass counter shelf that was back painted in turquoise blue to match Strip’s colour branding.
To complement this counter, the wall behind the cash area was also finished in high gloss black with display areas and concealed cupboards. Above the cash area, testimonial quotes are printed in large italic font from Strip’s high profile fans, which include Sienna Miller and Victoria Beckham (to name a few). The quotes are visible through the shop front and stand as a great marketing tool to entice passer-bys in.
The treatment rooms (all on the mezzanine level, except for the chocolate room, which was positioned on the ground floor behind the cash area), which Quoin were responsible for fitting out, were designed using opulent fabrics and furnishings carefully selected to complement the flavours and colours of the brands’ waxes. The Olive Room reflects the laid-back nature of the rolling olive groves of Italy, and aims to give customers the feeling of being surrounded by Olive trees through the olive tree printed wallpaper and the earthy smell of the moisturising olive wax.
The berry room’s vibrant stripy wallpaper in fruit berry colours complement the aromas of the berry wax, and in the Chocolate Room, rich gold and brown wallpaper and pictures of unwrapped chocolate bar, matches the chocolate wax treatment.
For the men’s Manifico room, STRIP’s broker and banker customers can keep up to speed with stocks and shares whilst reclining in comfort on STRIP’s treatment beds.
The flat screen TV is a feature in every treatment room and enables customers to relax and watch films and programmes during their treatment. The rooms’ lighting is a combination of recessed directional spotlights and a fluorescent daylight unit.
In addition, each of the treatment rooms’ doors has a black faux leather padded panel applied to the front face.
The corridors leading to the treatment rooms utilise the same decorative wallpaper as the two angled wall at the front of the store and on the mezzanine level. A different wallpaper of decorative printed picture frames, wall sconces and traditional style panelling were all used to create a more personal feel around the wide staircase, which link the two floors together. For the flooring, Amtico strip wenge was used throughout the upper level, and on the ground floor – stained oak floor.
The black decorative aluminium balustrade on the balcony, overlooking the retail below, reflects the overall design style and creates a visual focal point from the entrance on the mezzanine. Another stand out feature is a decorative chandelier hanging from the high ceiling at the front of the store.
For the store’s fitting rooms, wallpaper with printed burlesque ladies was used to create a domestic feel, whilst also providing interest and humour.
One of the requirements for all stores at One New Change, is that the signage needs to be placed behind the shop window rather than in front. This meant Strip’s fascia signage was suspended 200mm away from the shop front. The design of the sign is a simple turquoise blue oval with an illuminated band around the edge. On the front face, individual fret cut letters in gold Edwardian font spell “Strip”. The reverse side was finished in a solid colour.
And the signage didn’t stop there –the fret cut letters in gold spelling “Strip” was also used on the angled walls. Whilst above the merchandise units, individual fret cut foamex letters were applied reading “Wax it... Wear it.... Strip”.
One New Change, was seen by the owners as an opportunity to create a flagship store within a shopping centre environment that is unique within the development of the centre and which could leverage off an existing loyal customer base – many of whom work in the City – and attract new customers. And it is clear that signage along with many other design elements of the shop’s front, which the owners wanted to be the focal point, does just that.
Strip, One New Change, London
Designer: Cord
Builders: Quoin
Shopfit: Resolution Interiors
Signage: Pearce Signs
Mechanical & Electrical: Complete M&E
Balustrade: Andy Thornton