SECOND RUNNER-UP: 2019 SALONS OF THE YEAR
Rob Peetoom Williamsburg
Brooklyn, New York
Owners: Rob and Savana Peetoom
Salon Style: Light, spacious, European
Square Footage: 4,600
Treatment Rooms: 3
Equipment: Takara Belmont, Rob Peetoom
Furniture: Gigli & Massimo, Tacchini, Moroso, Objecto, Gubi, Vescom, Eikelenboom Lighting
Total Design Investment: $1,734,000
Retail Line: Davines
Color Line: Davines
Design By: Ruud van Oosterhout, RVO Design
Architects: Ruud van Oosterhout, RVO Design
Photographer: Daniel D’Ottavio/Jeannette Huisman
With 14 salons in Holland and two hair spas and a barbershop in Bali, the nearly 50-year-old Rob Peetoom brand’s biggest challenge for its new U.S. flagship salon was establishing a sense of connection to its other international locations. Fortunately, the company’s architect, Ruud van Oosterhout of RVO Design in Holland, who had worked on most of the other locations, was excited about bringing his knowledge of the brand and his connections with European designers to Brooklyn, New York.
With its cozy bar, pink Italian sofa and purple velvet chairs, the salon’s living room, a.k.a. the reception area, was cleverly designed for multiple purposes. During the day, salon clients can watch in-salon images on a screen while enjoying a bespoke Nespresso coffee or locally curated Bushwick tea along with a stroopwaffel, a delicious, sinfully sweet Dutch cookie.
On certain evenings, one can expect a bustling scene of Brooklyn neighbors, fashion trendsetters and beauty influencers enjoying wine and cheese during a brand partnership initiative, community event or networking party.
The open salon floor is punctuated by light stone tile floors, gray-scale exposed brick walls and century-old dark wood columns. After an in-depth beauty consultation, guests head to one of six Takara Belmont shampoo stations.
“On their way, they may notice the salon’s new talent practicing on models under the tutelage of the education team in the salon’s Academy, which features 10 styling chairs situated at a long communal table,” Savana Peetoom says.
For clients with the luxury of time, stylists recommend the Balinese Hair and Scalp Ritual at the Yume Hair Spa Chair. The service features a purifying hair mist component that enhances treatments on a deeper molecular level during a 40-60 minute scalp massage. The salon also offers customized Biologique Recherche facials and brow shaping services in two other beauty treatment rooms, which are cocooned away from the bustling action of the salon floor by beautiful sound-reducing curtains.
After their service, guests are escorted to the custom-designed brushed brass checkout reception desk, which is separate from the salon’s check-in host reception desk, as well as the dedicated call center.
“The three separate areas of the reception experience allow for a more hands-on approach with each guest, making sure that product recommendations and prebook parameters are executed in every communication,” Savana Peetoom says