Contemporary style at brooks & brooks, london

One of central London's most in-demand destination salons Brooks & Brooks has had a major makeover.  Directors Jamie and Sally Brooks are thrilled with the results and the alluring living-room vibe that's been achieved. High levels of comfort, warmth and relaxation are proving as much a selling point as the hairdressing skills they showcase.

We opened 10 years ago when the economy was stronger and there was less competition. A decade on, things have become tougher and you can deal with this in one of two ways: sink or swim. Our new look stems from a desire to protect and grow our business during a time of recession. After extensively researching current salon clients' needs and desires - skilled, fashionable hairdressing in a welcoming, warm environment that comforts them in the way a squishy sofa does - we've invested significantly in a revamp creating a warm, cosy, lounge-like feel. The idea is to consolidate our existing clientele's loyalty by making them feel totally part of the family and attract new business through word of mouth. 

Overseen by SSG's in-house project management team, the renovation was undertaken in four phases to ensure the business remained open throughout, with the project completed to a high specification in 10 weeks. Making good use of a windowless lower ground floor previously under-used was a challenge. This was cleverly overcome by transforming it into a beautifully lit, mirrored oasis of calm and the perfect area for clients wanting privacy. 

To increase visibility into the lower ground floor, the existing low wall of the stairwell was demolished and replaced with a more traditional open spindle balustrade. 

Our new, home-like interior was created by SSG designer Dan McNulty. SSG is a multi-disciplinary design and production agency specialising in retail and interiors. Dan's brief was to create an aesthetic direction for the salon. One that delivers a warm, luxurious, comfortable and relaxing interior, while retaining the essential Brooks & Brooks polished and professional brand character. We chose a warm and rustic yet elegant colour palette of taupe, aubergine and rich cream for the new design. We created 'pockets of theatre' with an eclectic mix of lighting and furniture so dramatic focal points draw clients into the salon. The picture's completed with familiar domestic furniture and touches of nostalgia for that quintessential warm glow.

Post-refit our salon interior epitomises family values and comfort. It's a home-like haven full of creature comforts with comfy armchairs, standard lamps, fragrant candles, the smell of coffee, sugary biscuits and nostalgic sweets that conjure up happy childhood memories.

We used existing backwash stations and styling units, adding footrests by Ceriotti to make the experience more comfortable. We highlighted areas with Baroque-style focal points of bold graphics and freestanding furniture pieces - chests of drawers, comfy chairs, lamps - sourced via various retailers to create a more relaxed, residential feel. 

Name: Brooks & Brooks

Owners: Jamie and Sally Brooks

Address: 13-17 Sicilian Avenue, London

Salon size: 2,700 sq ft

Staff: 30

Styling units: 27

Backwashes: Nine

Budget: £120,000