A creative members club for hairstylists

Client

Electric Hair

Location

London, Electric Space

Services

Consumer insights, customer journey planning, experience strategy, brand events, interior design

Brief

Mark Woolley, founder of the UK’s most exciting hairdressing brand Electric Hair, came to us with a vision for the future of hairdressing: Electric Space. An exclusive members club in the heart of London that takes all of the Electric brand initiatives and houses them under one roof to shape a new era of hairdressing training, creativity and collaboration.

The Atrium: 30 salon chairs and VIP spaces with high ceilings and brilliant natural light featuring modern decor, a fully stocked bar and casual furniture.

Approach

Leveraging the demand for flexibility and the pioneering spirit of the brand, we experimented with a groundbreaking new format that would offer a completely new, full-service experience to the hairdressing world. Combining spaces for collaboration, leisure and work, we created a completely ownable destination that is a melting pot for creative talent and a tangible expression of Electric’s expertise. Many independent stylists are already engaged with the Electric brand through different channels, Electric Space is a platform for the #ElectricFamily as it continues to grow. Members have access to world-class salon facilities, monthly education seminars, business networking events, a creative studio for shooting content and private cinema and screening room, as well as a fully licensed bar, event space, retail store and on-site concierge.

Electric Studio: a place to create where hairdressing fuses with fashion and music. Members can create collections, shoot images and film, teach courses, hold seminars and host events. The studio is fully equipped with professional equipment, an infinity cove, showers and space for hair and make-up

Male Grooming Area & Barber Shop: under a new brand concept ‘McArther by Electric’ the basement level male grooming room is an inspiring space for the best barbers in London to work.

Sustainability

Set in a 5-story Georgian townhouse nestled immediately between Soho and Fitzrovia in Rathbone Place, Electric Space spans an impressive 6,500 sq ft. Previously home to the iconic Lazarides gallery, we took a sympathetic approach to the design, breathing life back into this historic building and restoring its original character while transforming it into a modern creative destination. As a multi-purpose destination used not only as a salon but as an event location, we developed modular equipment and multi-functional spaces that enable Electric Space to transform the space to meet the needs of its members. For the Atrium salon, we handbuilt bespoke workstations that are double-sided and portable - a true revolution in hairdressing. Not only does this provide optimum comfort for the client and hairdresser, it means that the floor can easily be cleared to create the perfect environment for brand events and launches.

Electric Retail: a minimalistic space showcasing the full range of Electric Professional Products.

Awards

Award for Innovation - Most Wanted AwardsInnovation of the year - British Hairdressing Business Awards

Private cinema & screening room: the basement level cinema and screening room accommodates 12-14 guests in a relaxed lounge-style setup. The intimate space is ideal for screenings and presentations or to host a cinema night with friends.

The Rathbone Lounge: a versatile and modern event space, perfect for networking events, press days, talks, drink receptions and much more.