Subliminal Spaces: Dre’s in Scottsdale

Dre’s Hair Salon Owner: Andre Aronica Location: Scottsdale, Arizona Opened: January 2008 Total square foot: 4,800 Salon setup: 24 styling stations, 2 nail stations, 2 treatment rooms, 6 shampoo bowls, color bar Equipment: Eurisko

The typical client at Dre’s Hair Salon is the wife of a professional baseball player—therefore owner Andre Aronica knew he needed to create a space for people accustomed to nice things, luxurious surroundings and excellent service. “I wanted an open space where you could see and experience the buzz in the salon,” he explains. “I wanted a contemporary space that embraced environmentally friendly materials, with comfortable furniture that encouraged conversation.”

Aronica turned to Eurisko and its president Leon Alexander for advice on designing the salon. “Leon made two recommendations that changed my design plans,” says Aronica. “He opened me up to how things should flow through the retail area. He suggested illuminated shelves that attract clients to the products and incorporating the color bar into the center of the salon which prompts the client to initiate the color conversation.”

Although the salon has only been open since January, Aronica says retail sales are up as clients are lured to the shelves. With plasma TVs displaying fashion videos infused with product messages, the 30-foot illuminated wall creates its own virtual runway. That’s just what Aronica and Alexander intended.

With a Ph.D. in behavioral psychology, Alexander helps salon and spa owners maximize their business opportunities by incorporating environmental psychology to create a new consumer experience. In these images, he points out important aspects of the design.


"Color psychology creates a subliminal buying effect on the shopper’s mood. And the layout exposes the consumer to the greatest amount of inventory for the longest period of time."


“The retail area should create a buying environment for consumers. Back-lighting lures the consumer to approach the merchandise and shop.”


“Color is a major area too often tucked away in the backroom. It should be a focal point to entice new consumers to experience the service. Here, stainless steel and illumination complement the furniture.”