London welcomes Tom Ford’s first store dedicated to its beloved beauty collection

Tom Ford Beauty has opened its first store in Covent Garden’s Beauty Quarter. The district has become a mecca for luxury beauty and fragrance, now home to the most stand-alone beauty boutiques within one square mile in London.

Greeted by LED screens projecting bustier-clad pin-ups photographed from the waist down, sitting with strategically placed bottles of eau de parfum “F–king Fabulous” between their legs.

The store concept — a confluence of technology and the over-the-top glam with which Ford has become synonymous — is the designer’s vision entirely. Fragrance, color and grooming will have dedicated rooms within the two level, 1,400-square-foot boutique, showcasing the full range of product in each category as well as offering services that Ford called “impeccable and high-tech.” Decor includes the aforementioned LED screens installed in the front windows to showcase recent launches and campaigns as well as product merchandised on white marble slabs and illuminated in “halos of light.”

“Any time I design something, whether it’s a shoe or a lipstick or a bag or a fragrance, I really use it, or try it. And I look at it. I think, ‘Do I need this, do I want this, do women need this? Do I believe in this?’” Ford replied when asked why he thinks his brand resonates with consumers.