Part 3: Designing for a Brand

By Donna Dickerman | 11/10/2009 4:43:00 PM

 



The Design Team: Frank Zona & Donna Dickerman

They inspired us to develop the story of both Zona Salon & Aveda into one cohesive Lifestyle Salon.

In the previous two blog postings, I discussed the construction & space planning and how we removed the previous tenant’s build out to expose the original structure and celebrate the building’s past. This approach was economical and sensitive to the ideal of reuse. Hence, both the Norwell salon and the new Hingham salon have a strong design connection with the interior structure exposed, reinforcing the Zona identity and brand.

Next, the salon’s palette of materials, colors & furnishings were inspired by Aveda’s identity and the wealth of design & construction information they make available to their Lifestyle Salon owners. However helpful, it was equally important to give identity to the Zona Salon brand too.

Design challenges surfaced when trying to use both the colors from Aveda products and Zona Salon logo graphics to develop the interior color palette. The Aveda products use colors from the earth; whereas, Zona salon has a vibrant fall season type color palette. It was agreed to use a warm white paint color on all the walls and accent in the furnishings with “spots” of ochre & tangerine. Thus making the connection between the interiors and the Zona logo.


Zona Norwell Salon with overlay of logo colors.


Aveda product colors.

Frank & I both agreed that by simplifying the materials palette it would provide the best backdrop to accomplish 3 things: To display the Aveda products, to express the Zona story of a 100 year family history in the business, and to reinforce the idea of “calmness”. Indeed we simplified and used “the economy of materials”, something Frank Lloyd Wright always professed. We used paint, wood, glass, stainless steel, and a recycled resin material.


Concept Board for Furniture & Finishes.

As any salon owner knows the flooring material is a huge design dilemma. It was definitely a tough decision because of the design aesthetics, function, and environmental impact and maintenance issues. We both researched endlessly. Questioning environmental ratings, stylist’s comfort ability to mask hair dye stains, contractor’s ability to install, etc. At the end, it came down to immediate availability and maintenance. White pine flooring planks were readily available locally and could be easily stained dark to camouflage hair dye stains thus avoiding closing the salon for 2 days every six months to refinish the floors with toxic chemicals. Over time, the desired worn and weathered dark stained wood floor will give a nod to the historical place of Hingham Square.

Another material, 3Form resin panels will be used as a custom design wall lighting element behind the shampoo station. The panel “harvest” pattern was selected because of the natural elements used and complimenting colors to the Zona logo. The Aveda display units will be glass, maple wood and satin-finished steel. The stylist stations and other counters will have stainless steel. The palette incorporates simplicity, function and an honesty of materials.


Ecofriendly material from 3Form.

Overall, a modest investment on interior design services has had high value in supporting the Zona brand. In Frank Zona’s own words, “I think people miss a big opportunity with design; it’s a valuable investment in any salon because it not only gets the project done right now, but gives me a better understanding of how to make subsequent decisions months and years later. I really see dickermanDesign as part of my team”.

Watch for the upcoming postings which will document the construction process based on the ideas and design decisions that have been shared here and the reality of a construction site!



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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