Covent Garden, London
A Heritage Retreat for Modern Transformation
Reverie Interior Design was entrusted with shaping the identity and interiors for Hadley Yates Salon across three central London locations. From the original concept in Fitzrovia to the realised salons in Covent Garden, each space reflects a seamless evolution of Hadley’s ethos: making the unnatural feel natural.
The Original Vision – Charlotte Street, Fitzrovia
The journey began with the flagship concept for Hadley Yates’ Fitzrovia salon. Although ultimately unbuilt, this project established the brand’s creative DNA. Working within a compact heritage building, I developed the full space plan, mood boards, and 3D studies, collaborating closely on early signage and logo styling. The design language introduced softly layered textures, sage green tones, and a bold monochrome edge, setting the tone for every location that followed.
“Even though the salon never opened here, the conceptual groundwork laid the foundation for everything that came after.”
Curated Touches & Interior Language.
Creating a Signature Aesthetic
Visual Identity & Brand Language
To complement the interiors, we crafted a visual identity that echoed the salon’s refined yet approachable ethos. From early logo concepts to signage and font direction, every detail was designed to feel timeless, minimal, and quietly confident – a brand language that would sit naturally within heritage spaces while standing out with contemporary clarity.
Spatial Development Drawings
Early layout exploration in response to heritage constraints and compact proportions
Monmouth Street – Boutique Salon Realised
The inaugural salon, located on Monmouth Street in Covent Garden, was designed to evoke the welcoming feel of a stylish apartment that just happens to be a salon. Despite the compact proportions, the space featured an ornate doorway and charming views into a secluded internal courtyard. With no room for a traditional reception area, we creatively incorporated a long bench-style window seat to greet guests and handle admin tasks. The interiors were carefully layered with olive trees and curated artworks – some pieces nostalgic, others distinctly edgy – reflecting Hadley’s personal aesthetic. Rich saddle leather upholstery evoked a subtle equestrian heritage, while heritage tones of sage, cream, and oak created a grounded, confident palette that felt both relaxed and refined. These elements came together to form a tactile, unpretentious sense of luxury. I led the interior architecture, space planning, moodboard development, and bespoke joinery design, as well as co-creating the final logo and signage – details that became central to the salon’s identity and storytelling.
“Super prompt, efficient and creative – we couldn’t have done it without you.” – Hadley & Paul, Co-Founders, Hadley Yates Salon
Shelton Street – Evolving the Identity
As Hadley Yates grew, the brand moved to a larger two-storey space on Shelton Street. I adapted the established design language to suit the new site – securing planning permission for relocating the original signage and designing a discreet new swing sign in keeping with the listed façade (painted in Dulux Heritage Raven’s Flight). The interior introduced a new reception area, new treatment zones and elevated guest experiences with sculptural curved mirrors, warm leather seating, and thoughtful zoning for comfort and privacy.
“ It was important that the original design intent carried forward – a seamless evolution, not a reinvention.”
The larger Shelton Street footprint also allowed for atmospheric flexibility. Beyond its daily function as a salon, the space was designed to host brand partnerships, private gatherings, and curated events – an interior composed enough to absorb additional pieces when needed, and resolved enough to read as a destination in its own right. Since opening, Hadley Yates has used the salon for brand collaboration evenings and event hosting, with simple additions such as clear ghost chairs that allow the space to adapt without compromising its atmosphere. This dual capacity is one of the most demanding briefs in boutique hotel and hospitality interior design, and one that depends on getting the architectural foundations right before any layer of styling is considered.
Scope of Work
- Creative direction and concept development across all sites
- Full space planning and 3D layout studies
- Moodboard and palette design
- Bespoke joinery and furniture specification
- Heritage façade and signage design, including planning submissions
- Visual language and brand identity collaboration
- Ongoing consultancy as the brand evolved
- Editorial Recognition
The Hadley Yates salons have been celebrated in leading industry publications for their blend of heritage sensitivity, tactile materials, and innovative approach to salon design. Each space is a sanctuary – at once transformative, memorable, and deeply considered.
Explore the gallery and moodboards to see how Reverie brings heritage, identity, and understated luxury to life.
Proposed elevation for Hadley Yates Shelton Street salon, illustrating refined signage details and heritage-approved colours. Attention to detail ensured seamless integration with the historic façade, reinforcing the brand’s understated elegance.
A Brand in Motion
Designing Identity Through Space
This was more than a salon fit-out – it was the evolution of a brand. From early concept sketches to realised spaces across London, the project reflects how thoughtful design can adapt to different settings while staying true to a distinct creative vision. Every detail, from logo to layout, became part of a cohesive story.
Now accepting select commercial commissions
Specialising in boutique hotel and hospitality interiors, retail, wellness, and heritage-aligned brand spaces.
Design Approach
How did you approach the design of the Hadley Yates salons?
The design was approached as a brand environment rather than a purely functional salon. The aim was to create a space that felt confident, creative, and distinctive, while remaining calm and welcoming for clients.
Proportion, material contrast, and atmosphere were carefully considered to support both the client experience and the salon’s working rhythm, ensuring the spaces feel composed, energetic, and purposeful.
What were the key considerations for a commercial salon environment?
Functionality and flow were essential. The layout needed to support efficient movement, clear sightlines, and practical working zones, while still feeling visually resolved and intentional.
Durable materials, considered lighting, and a restrained palette were used to balance performance with elegance, allowing the salons to function effectively day to day while expressing a strong, cohesive brand identity.
