Tom Ford opens first standalone beauty store in Covent Garden

Tom Ford has opened the first standalone store for his beauty brand in London's Covent Garden in what has been described as a "pivotal moment" for the company.

Located at 3 The Market Building, the 130 sqm store is divided in to a series of rooms, each of which features its own "enhanced shopping experiences" and is equipped with various digital technologies that unite technical innovation, bespoke sculptural design and "the most coveted" customer services.

The ground floor features the Color Room, in which customers can try on shades from the lip collection using augmented reality. Also on this floor is the Fragrance Room which sets out to transform how consumers trial fragrance.

This room features a dedicated interactive scenting installation where guests can digitally explore the unconventional scents that make up the artisanal Private Blend Collection. A dramming bar offers customised services, from luxury sampling to scent styling.

The final room on the ground floor is the Makeup Room which offers personalised makeup services and demonstrations by a Tom Ford Beauty Specialist. For the first time, customers can record their makeup applications for use at home as a personalsed how-to, sent with a shopping list of products used throughout the service.

Three rooms are also located on the lower level including the Private Makeup Services Room, where the store will offer fragrance customisation and makeup services such as application, Tom Ford's Shade and Illuminate philosophy, definitive brows, VIP masterclasses and bridal services. These services can be booked in store or online.

This floor also includes a VIP/Event space and Grooming Room for men offering services such as a Beard Trim, the Express Facial, and a classic hot towel, close-cut Wet Shave.