Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

‘Brand experience’ is a phrase that the retail industry has been obsessed with for years. As the popularity of social channels continue to soar, brands and retailers are considering how to bring highly visual, memorable and shareable moments into physical stores. Moving further towards spaces which will resonate with the next generation of digital-led consumers.

We’re now seeing that same ethos being applied beyond retail and into any consumer-led space; including hospitality and beauty. Speaking to London commercial design agency, FormRoom, this approach has been key in developing their rich store narrative for Jack The Clipper.

Familiar with the brand? Jack The Clipper has become a household name; renowned for making Londoners look sharp with expert techniques handed down from three generations of master barbers. Situated in the heart of Bow Lane, London, the store elicits a playful satire, ode to the brutal killings of Jack the Ripper.

“Tasked with creating the new design blueprint, our challenge was to ensure that the concept felt luxurious and original; whilst invoking the brand story in a contemporary and authentic way,” the studio said.

“Several exciting visual cues are introduced throughout the space, referencing the industrial design of the Victorian era and adding a layer of theatre.”

In their mission to bring the highest quality products and service to Gentlemen across London, Jack the Clipper partnered with world renowned British brand Penhaligions, echoing a century old tradition of Anglo-Turkish collaboration.

FormRoom celebrated the iconic relationship with custom-made lightboxes and cabinetry to display product ranges; with shelving carved from antique shoe lasts for an extra nod to the area’s history as London’s premier cobbler district.

As part of this ‘new’ barber experience, clients are also invited down to the Basement Bar, where they are offered the finest selection of drinks. The custom-made bar is a relaxed yet luxurious setting, invoking a ‘Gentleman’s Club’ look and feel.

As salon and barbershop interiors are making more of a presence in the realm of social media, we expect to see many more ‘grammable’ barbers along with other hospitality brands making their mark with experiential interiors.

Design Team:

FormRoom

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×

Photographer: Melvyn Vincent

Jack The Clipper by FormRoom | Shop interiors ×