Paul Joseph Salon
Owner: Paul Gerace
Date of Opening: November 6, 2014
Style: Traditional meets contemporary
Square footage: 3,000
Number of styling stations: 14
Salon/spa equipment lines used: Takara Belmont
Furniture lines used: Novvo Etopa
Retail lines carried: Aveda
Color lines used: Aveda
Architect: Randy Voss
Photography: Trent Schalk
This second-life salon came with inherited plumbing, fire protection, some existing electric and mechanical, but was in definite need of a new and better life; it found just that when Paul and Aymee Gerace decided to reinvigorate it and open Paul Joseph Salon.
This Aveda Lifestyle Salon was designed and executed through the visualization of the guest experience starting from steps outside the front door. Using the notion of curb appeal, the interior and exterior design strategically aims to draw people in towards the space using warm yet colorful and bold earth tones such as copper, tan, dark wood and speckled Stone Ledger. It was also important for the owners that potential guests could see as much of the action as possible from outside; crediting some early words of advice from another salon owner with the concept that “a salon that looks busy, is busy.”
Though great attention was paid to the exterior curb appeal of the salon and drawing people in, the goal for the interior was simple: “to feel open and safe so that guests feel invited to walk around and shop,” says Gerace. "Once you enter, you are greeted by the spacious and bright retail area highlighted by large copper chandeliers resembling elegant, cascading locks of hair."
For reprint and licensing requests for this article, Click here.