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.

Subliminal Spaces: Dre’s in Scottsdale
"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."

Subliminal Spaces: Dre’s in Scottsdale
retail area should create a buying environment for consumers.
Back-lighting lures the consumer to approach the merchandise and shop.”

Subliminal Spaces: Dre’s in Scottsdale
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.”

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