Designing for a Brand

By Donna Dickerman | 08/03/2009 10:08:00 AM

 


Shortly thereafter, I was shaking hands with Frank Zona, the understatedly humorous and inquisitive proprietor of Zona Salons.   After reviewing my design portfolio of past projects and discussing interior design solutions that would bridge his precision haircuts with a brand image, he hired me for both the exterior storefront design and for the interior architectural design of the expanded space of his existing salon, completed in 2003. 

Together, we designed the 1600 square-foot renovation, with Frank providing input on industry standards and personal and professional requirements; and me leading the design process and giving three dimensional forms to verbal ideas. 

 
Option 1. (Click to enlarge)


Option 2. (Click to enlarge)

I like to think of the design process as a creative collaboration between client, designer, trade people and the construction crew.  For instance, throughout the design and construction phases problems will turn up, however, with a collaborative team approach these become opportunities for achieving unique and effective solutions.  Hence, the project reaps all the benefits.  In short, a well thought out and executed architectural and interior design plan delivers both financial and aesthetic value.

Recently, Frank acquired a second salon located in the neighboring historical district of Hingham Square.  The1400 square-foot space is a corner storefront property and in need of a complete interior demolition, despite its previous usage was also a hair salon.  Again, Frank hired Dickerman Design to work on the exterior storefront design as well as the interior architecture and design.  

The conversations began with design issues such as:
•    Brand recognition between the Zona Salons
•    Incorporating the historical site context into the overall design
•    Maximizing the visibility of being an Aveda Lifestyle Salon
•    Adhering to Aveda guidelines
•    Promoting the Zona Salon “brand identity”

Reality issues effecting design were:
•    Limited budget
•    Very tight time schedule for design & construction
•   Unsigned property lease - before Frank was going to sign the lease agreement he wanted to confirm that both the owner of the building and the City Hall Building Department would approve Zona Salon’s signage in the historical district.
•    Limited access to the space for analyzing the structural and mechanical components that would critically influence design solutions.

Because of Frank’sconcerns about the signage approval, I started with the preliminary design of the salon’s storefront.  First and foremost was to maintain brand continuity between the two salons. This would be achieved by signage and maximizing the view into the salon, which were well developed ideas and successful at the first salon. See article from the June 2009 SALON TODAY here.

Next, I suggested a new full glass door to compliment the three huge existing storefront windows and recommended keeping all the windows free of signage. This allows maximum visibility of the retail area.  Further enhancing the “maximum interior visibility from outside” is the use sparkling white light & warm interiors making the retail space an inviting beacon for both the pedestrian and car traffic.

After several telephone conversations with Frank, I submitted two proposed storefront elevations. Option 1 was more costly because of introducing clapboard siding.  Option 2 was more cost effective by just repainting.  Frank chose option 2.  

My next task was to prepare a full building and streetscape perspective with option 2 renovations. With the drawings in hand, making ideas very easy to understand, Frank was given the signage approval immediately by both the building owner and the town hall.



Donna Dickerman holds dual degrees in architecture and interior design which gives her a true holistic approach to design. Her Brooklyn-based design firm, Dickerman Design, specializes in residential and cost-effective retail design. Dickerman agreed to blog about her experience as she helps Zona Salons on the renovation of space for their newest location. For more information about Dickerman Design, call 917-685-4239.

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ABOUT THE AUTHOR: Donna Dickerman

Donna Dickerman Donna Dickerman holds dual degrees in architecture and interior design which gives her a true holistic approach to design. Her Brooklyn-based design firm, Dickerman Design, specializes in residential and cost-effective retail design. Dickerman agreed to blog about her experience as she helps Zona Salons on the renovation of space for their newest location. For more information about Dickerman Design, call 917-685-4239.

Read Donna Dickerman's Blogs

 


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