When Schwarzkopf wanted to develop a new ASK Academy in London, the hair stylists went to a company that already knew a thing or two about their needs. Association of Ideas came up with a vibrant scheme that utilises Modular and Malham lighting...

ASK is Schwarzkopf Professional's 'Global Learning Partnership' developed to offer training to hairdressers across the world. It covers every aspect of education and support including Flagship Academies in key cities worldwide. Association of Ideas, as creators of the Interiors Corporate Identity for ASK Academies, was therefore the natural choice to design the newest facility in Central London.

Having already provided planning and design guidance for ASK Academies in Malaysia, Japan, Belgium, Thailand and Greece, AOI were well positioned to design the venue on Seymour Place just north of Oxford Street. The Flagship Academy occupies the ground and basement floors of a 500sqm former retail space and is white throughout and as transparent as it can be to maximise the sense of space.

The entrance is marked by a Malham cold cathode light box reaching into the lower ground floor, radiating changing colours, reminding visitors of Schwarzkopf's pre-eminence in the hair colour business. On the ground floor the three training studios have as their focus specially designed circular carousels, high altars for mixing, blending and celebrating colour. To emphasise this, more Malham cold cathode tubes are used in each unit.

On the lower ground floor, three seminar rooms and a theatre employ the latest interactive 50" Cyberboards to communicate the full spectrum of the ASK programme.

The primary lighting in all areas uses fittings from Modular Lighting. It is a combination of ambient fluorescent and directional spotlighting. AOI employed this approach mainly on the ground floor in the reception and training studios. There are also some Modular fittings in the lower ground areas to provide some visual continuity.

www.aoi.uk.com