White out at toni&guy sloane square

Toni & Guy's flagship salon in London's Sloane Square was the first to undergo the company's new  'white, white, white' concept.

The company has a signature design of clean lines and sleek monochrome so, while its new image is not a million miles away from this, the all-white concept incorporates high-gloss units, white porcelain floor tiles and floor-to-ceiling mirrors, which were key in creating a sense of space and light.

Says in-house desiger Spencer Jobling: "The salon has particularly low ceilings, especially in the basement and under the mezzanine, and it was quite dark. The aim was to create a feeling of light and space, while extending the mezzanine in order to create more space for styling positions."

Each floor has subtle differences to make individual spaces feel special. The technical floor, on the lower ground, is more colourful, showcasing the Toni & Guy history wall, while the ground floor is all about light hues and clean lines.

The all-important reception area has also been overhauled to encompass the new look. A white and glass reception desk and high-gloss units to display products provide a striking first impression and the look has been a big hit with existing and new clients.

IN BRIEF...

In what state were the premises before you began refurbishment?

The salon has been based in the same premises for 32 years, in the heart of Sloane Square. The area has undergone redevelopment so it was the perfect time to update the design.

What major work had to be done to prepare the premises?

The old shopfit was stripped out, the line of the shop front was moved back and the rear mezzanine was extended.

How long did the refurbishment take?

Eight weeks.

Who designed the salon?

It was a collaborative process between owner Toni Mascolo, global creative director Sacha Mascolo-Tarbuck and in-house designer Spencer Jobling.

What is the most interesting feature?

The extended mezzanine offers amazing views overlooking Sloane Square.

FACT FILE

Name: Toni & Guy

Address: 49 Sloane Square, London

Owners: Toni & Guy

Salon manager: Charlie Ailles

Size: 1,350sq ft

Clientele: A diverse mix, from loyal Sloane Square residents to the young trendsetters of West London

Staff: 35

Styling stations: 23

Financing: L'Oréal Professionnel and bank loan

Design: In-house designer Spencer Jobling

Furniture: Mascolo Group

Features: Floor-to-ceiling mirrored walls, recessed TV monitors, white porcelain floor tiles, extended mezzanine with views over Sloane Square, and colourful technical floor showcasing Toni & Guy 'history wall'.

Budget box

Electrics: £26,000

Plumbing: £11,000

Shopfitting: £62,000

Furniture: £33,500

Tiling: £7,050

Lights, televisions, graphics and miscellaneous: £110,450.

How to get the look

Furniture - Mascolo Group: 01753 612040

Designer - Spencer Jobling: 07867 521574.

Top tips

• Know your market and tailor your scheme to it.
• Start with clear objectives, as changing ideas midway through a project can be costly.
• Take advice from experts and set a realistic budget.
• Think carefully about how your existing business will be affected during any closure.