The Grooming Station x Aveda Men

The Grooming Station x Aveda Men

Scroll back a few years and you may recall a time when going to Toni & Guy was the equivalent of ‘grabbing a Costa’ and where hair straighteners were king. Those days – I’m very pleased to report – are far behind us, or at least that’s how it appears, as the art of barbering returns in force to pander to the increasingly ‘sculpted’ hair styles and diverse variety of facial hair growth.

Aveda Men product range The Grooming Station Fitzrovia Lock & Key

Customers now take pride in knowing that they have their ‘own’ barber, someone that understands their needs, and will change the haircut from being a required process, into an experience; its about the Barber in the shop, not brand on the door. The result has been a growth in independent barbers, each as disparate as they are similar, to the extent that we could probably do with a “Go Compare” website for barber shops or at least an app… alas I digress.

Aveda Men The Grooming Station Fitzrovia Interior design seating Lock & Key

Another great thing about this new surge in barbers is that people are willing to try new places, in search of a new experience and that’s where The Grooming Station comes in, offering pop-up experiences all round the city of London; from Oxford St to St Pancras station. Their latest venue sees them move to a more settled location in Fitzrovia for a 3-month tenure starting from June 1st 2016.

A space that celebrates the art of craftsmanship, the Grooming Station collaborated with LOCK&KEY, who helped to design the innovative aesthetic that features bespoke furniture, crafted from reclaimed and re-purposed materials – breathing new life into previously discarded objects.



Following the successful launch of the award winning Aveda Men Grooming Destination, this station features an Aveda Men Barbershop, as well as fragrance from Tom Ford and Zegna, and skincare from Clinique and Lab Series in a lifestyle and experiential concept. There are the variety of services available from an Aveda Men Master Barber, with each barbering service complemented by a free, express Aveda Men facial.

Aveda Men The Grooming Station Fitzrovia Lock & Key interior details

With free WIFI and multiple charging points, The Grooming Station has
been created as a multi-functional relaxing environment and will host an exclusive calendar of events throughout June to August, including brands such as Sipsmith, amongst others. Basically don’t worry, it’s nothing like Toni & Guy.

The Grooming Station,
6 Mortimer Street,


The Grooming Station by Aveda Tom Ford Ermenegildo Zegna Fitzrovia

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