Luxury beauty disrupter Facegym continued their partnership with us to design and implement their first permanent concession at world-renowned Selfridges in London.


FaceGym is a world-first beauty workout, combining facial muscle stimulations, massage and bespoke products. They take a training approach to beauty and health experiences, crafting face treatments to target the 40 facial muscles specifically.

Our mission was to connect the FaceGym brand identity with customer experience through our store design, offering a fast-paced customer experience which is multi-faceted in what it has to offer.

FaceGym has a strong environmental identity that we firmly established in our blueprint design, working with a brief detailing the use of a minimum of 25% recycled material within our project.


FaceGym’s new workout studio invites customers to experience signature workouts by qualified trainers. Additionally, individual DIY stations have been created for customers to try out the FaceGym products for themselves. This offers a distinctively faster-paced experience than that of retail stores.

Transporting customers into the industrial luxe world of FaceGym, Formroom developed brand signifiers in bespoke gymnasium hoops – a homage to retro sports equipment – as contemporary, functioning LED lighting. We also designed a custom-built MAKE IT bar with tapped glass serum vessels – a space allowing customers to blend their own unique oils with help from expert mixologists.

Additionally, champagne gold meshes were affixed to the bar, juxtaposing the hardened concrete wall surfaces. Warm LED lighting provides a soft, luxurious glow within the bar and throughout the industrial yet feminine interior design.

We sourced and utilised sustainable materials, including the use of SMILE Plastics sheet material. Manufactured from recycled yoghurt pots, the bespoke sheeting has been used throughout the bar top and POS shelving units.


Formroom worked closely with the internal teams at FaceGym to translate the new design language into the physical space, creating a flexible blueprint that will be used across future retail concepts both in the UK and internationally.

“The success of the Selfridge’s location has led to new openings including in Harrods, a workout studio at Neville Hair & Beauty in September and the much anticipated transatlantic debut in Saks department store in New York.”