The needs and wants of the contemporary man are changing, one minute we’re being told to be at one with our emotions and embrace metrosexual man. The next we need to MAN UP, followed by being told off if we hold a door open for a lady. The next minute it’s OK for females to objectify men and past suggestive comments about the likes of David Gandy, Daniel Craig, myself, sorry, David Beckham etc, but God forbid Males appreciate the qualities of the female form.
However, men are being offered many new ways to experience services and products, male grooming has gone beyond the purely functional and a splash of Brut 55. One brand which seems to be, quite literally, revolutionising the way males approach general grooming is Aveda. Following the successful launch of the award winning Aveda Men Grooming Destination, Aveda introduces, The Grooming Station – a new pop-up barbershop with a lifestyle and experiential concept, set in the heart of London’s buzzing Fitzrovia.
To satisfy the needs of every stylish modern man the space offers free WIFI and charging points, The Grooming Station has been created as a multi-functional environment for men who want to relax, recharge and browse, or drop in for an on-the-go express barbering fix. Plus treatments start from a pocket friendly £10.
The Grooming Station is a collaborative space that promises men an opportunity to discover treatments and products for hair, skin and fragrance, over the next three-month and features brand including Aveda Men, Clinique for Men, LAB SERIES, TOM FORD and Ermenegildo Zegna fragrances.
Visitors to the Grooming Station can experience a selection of barbering services from a top Aveda Men Master Barber. Services include express options from a Shampoo / Cut / Style to a Beard Tidy, with each barbering service complemented by a free express Aveda Men facial to ensure you feel relaxed and calm after the stresses and riggers of everyday life – a menu designed to offer convenience with a customised approach.
The Grooming Station celebrates the art of craftsmanship and has collaborated with LOCK&KEY, bespoke furniture creators, who helped to design the innovative aesthetic that features unique pieces, crafted from reclaimed and re-purposed materials – breathing new life into previously unwanted, discarded objects.
And if that wasn’t enough for those of you after a dose of popular culture, The Grooming Station will be offering an exclusive calendar of events right the way through until August, including brands such as, luxury British Gin Manufacturers Sipsmith, amongst others.