Subliminal Spaces: Dre’s in Scottsdale
Dreâ€™s in Scottsdale incorporates psychology into its design to sway consumer behavior.
The typical client at Dreâ€™s Hair Salon is the wife of a professional baseball playerâ€”therefore owner Andre Aronica knew he needed to create a space for people accustomed to nice things, luxurious surroundings and excellent service. â€œI wanted an open space where you could see and experience the buzz in the salon,â€ he explains. â€œI wanted a contemporary space that embraced environmentally friendly materials, with comfortable furniture that encouraged conversation.â€
|Alexander: â€œThe check-in area should be clear and combine form and function. Here, illumination creates clarity, while an accent color on the wall complements the effect of the area.â€|
â€œThe salon area should create an energetic and experiential environment. Lighting in the mirror and the surrounding area, and the color psychology should be conducive to a personal service experience.â€
|Dreâ€™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
Aronica turned to Eurisko and its president Leon Alexander for advice on designing the salon. â€œLeon made two recommendations that changed my design plans,â€ says Aronica. â€œHe 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.â€
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. Thatâ€™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.
"Color psychology creates a subliminal buying effect on the shopperâ€™s mood. And the layout exposes the consumer to the greatest amount of inventory for the longest period of time."
â€œThe retail area should create a buying environment for consumers. Back-lighting lures the consumer to approach the merchandise and shop.â€
â€œColor 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.â€