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The Grooming Room at London Collections: Men

December 16, 2015

FashionLCM | by Rose Stewart


It’s that time of year again. No, not Christmas, but London Collections: Men–the biannual, four-day fashion event dedicated to the boys.

Last season we took over Century Club and partnered with a few of our friends (Toshiba, AOFM Pro, Chivas, Sugartables, Vidal Sassoon, Hoxton Radio) to create what one stylist referred to as, ‘the best stop on the LCM circuit’.

The Grooming Room is back this season. And not to sound too cliché: it will be bigger and better.

The William Stone spring/summer 2016 presentation at The Grooming Room
The William Stone spring/summer 2016 presentation at The Grooming Room

An invitation-only party on the 9th of January will notch the AW16 session with whiskey cocktails from Chivas. Over two days (the 10th and 11th) we’ll be doing wet shaves with Drakes of London; keeping locks in check with Vidal Sassoon; pampering VIPs with one of LCM’s key backstage grooming teams: AOFM Pro; getting to know new, luxury, men’s shirt brand A’legions; manicures with Elegant Touch; and to keep our celebrity loungers content we’ll be doling out gifts from The Gents Pack and be operating a celebrity gifting suite in partnership with On-Screen.

The Dermalogica Skin Bar at The Grooming Room
The Dermalogica Skin Bar at The Grooming Room

Aside from the complimentary treatments there will be free Wi-Fi and plenty of quiet areas for daytime meetings, including the venue’s expansive roof terrace.

Grooming Room.Century Club 2
The Roof Terrace at The Grooming Room at Century Club

Guests can kick back and watch the shows courtesy of Toshiba while tucking into a spread of refreshments gratis. As per last season, Hoxton Radio will be broadcasting live and interviewing guests on all things LCM.

Becca Dudley and David 'The Preshaah' Harris talk to Darren Kennedy live on Hoxton Radio from The Grooming Room
Becca Dudley and The Preshaah talk to Darren Kennedy live on Hoxton Radio from The Grooming Room

For those first-timers at The Grooming Room, here are few key pointers about our event: our space is the discreet, Prohibition-style Century Club on Shaftesbury Avenue; its club is regularly billed as London’s ‘best-kept secret’; and it’ll serve as an opulent hub for all BFC-accredited attendees and select, invited celebrity and VIP guests.

The Grooming Room, in partnership with FARBLACK Limited and Century Club, is an eight-minute walk from the Hospital Club and will be open on the 10th and 11th of January from 10:00am – 6:00pm.

For more information, please contact: laura.mccluskey@farblack.com

Words by Rose Stewart