Formroom continued its long-standing collaboration with Feya through the creation of a visionary new destination at Marble Arch.

Designed as an immersive flagship, the space builds upon Feya’s mission to create environments that inspire empowerment, self-expression and joy.

Mission

The brief called for the evolution of Feya’s established identity into a bold new spatial expression – one that could strengthen brand recognition while delivering a heightened guest experience within a high-profile London location.

Central to the strategy was the desire to create a space that feels transformative and uplifting, allowing visitors to step into a world defined by creativity, optimism and individuality.

Approach

At the heart of the design sits a sculptural central feature that radiates light throughout the space, establishing a strong focal point and setting the tone for the wider environment. This illuminated centrepiece anchors the guest journey while reinforcing the brand’s themes of transformation and positivity.

Surrounding the core, vibrant hand-painted murals celebrate strength, individuality and modern femininity – signature elements of Feya’s evolving brand language. These expressive artworks introduce narrative depth and encourage moments of discovery throughout the space.

Luxurious textures, soft pastel tones and bespoke architectural detailing were layered to create an interior that balances fantasy with refinement. Each material choice was carefully curated to support the sense of escapism while maintaining a sophisticated hospitality setting.

The layout was designed to encourage exploration, interaction and social connection, ensuring the environment supports both everyday visits and memorable occasions.

Results

Feya Marble Arch stands as a landmark flagship that seamlessly blends art, hospitality and storytelling. The space strengthens the brand’s identity while offering guests a richly layered experience that encourages engagement and repeat visitation.

By combining theatrical design gestures with thoughtful detailing, Formroom delivered a destination that extends Feya’s brand universe and reinforces its position as a leader in experiential dining.