Set on leafy Chiswick High Road in one of the most sought-after areas in London, West and Hunter Gentleman's Grooming is described by owner Zamaine Ismail as a grooming emporium. MB caught up with Zamaine to find out more.
Tell us about the renovation process and any challenges?
We knew it would be one of the largest grooming emporiums in London once we were done, but due to the size and scale of the building, we also knew we had our work cut out for us. The space was an empty shell, so we undertook a full renovation of the premises from top to bottom. It was very challenging to construct and create a business during the pandemic. A lot of hard work, time and effort went into creating the vision for the shop, and just as we were ready to launch, the lockdown restrictions were enforced.
What's your favourite thing about the space?
We have designed the space to be a seamless customer experience from the moment they enter to when they decide they are ready to leave. We have an integrated lounge area, bar area, a separate cutting section and a wellness area. At the heart of the Club we have the speakeasy bar area where, during busier times, our clients tend to congregate. This provides a social feel to our space. Our lounge is modelled on a living room. Our clients are invited to relax after their service with a drink by our fireplace or by our bar, not feeling pressured to leave. We are also lucky enough to host a variety of private events, wedding parties and corporate events in our Club, our space can comfortably seat up to 20 people.
What influenced the interior design of your salon?
The space was an empty shell when we took over the premises, and it was clear that historically the space used to be an old house. We thought we would pay homage to this and create a gentleman’s club-style experience. We took inspiration from Georgian and Victorian design, but gave it a contemporary twist. Black and white is the colour theme of West and Hunter, with a tasteful midnight grey tone on the walls to connect everything. This was a bold choice, but because of the size of the space, we were able to go for a darker look throughout.
What makes the space unique?
We took inspiration from Georgian and Victorian architecture to serve as a home from home for our members and clientele. We wanted to model the business as a gentlemen’s club experience with a high-end restaurant- style service. To do this, we designed a timeless and elegant look using dark tones and classic panelling throughout the shop. Everything in the shop is bespoke and was made on site. It is a truly unique institution. Other than the size of the space and the high-end interior, the customer journey utilises all of our wonderful fixtures and fittings. We also have very unique lighting. As a client enters, they are greeted by a slightly dimmer lighting with the warm undertones from our fireplace. The cutting section and bar areas are lit by a mix of clean and warm lighting, plus our signature skylights provide natural light.
Do you have any regrets or things you would do differently?
After 10 years of thoughtful planning, preparation, hard work and a leap of faith, West and Hunter was born. We are extremely pleased with how the final product came out. It was not an easy building to work with, and constructing through a global pandemic had its challenges, however as a family we were prepared for it. Because of the planning and preparation, we were able to execute the build decisively, even if that meant getting hands-on. We are proud to say we did not compromise on the finish, specifications and appliances you will see and experience at West and Hunter. For now, we have no regrets and we are incredibly grateful to have been able to build such a business and not just survive, but consistently grow through all of the uncertainty.
