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SEARCHAt PYURE Salon’s fourth location, owners Luca Boccia and Elan Levy wanted a modern vibe with an emphasis on retail and customer experience.
Pyure Aventura doesn’t have a traditional front desk. Instead, guests can interact with employees throughout the salon. The only time the desk is used is for phone calls, payments and a few other tasks.
Madelyn Alexander
PYURE Salon
Aventura, Florida
pyuresalon.com
Owners: Luca Boccia and Elan Levy
Established: PYURE was established in 2006, its 4th location Aventura opened in 2019
Style: Modern
Square Footage: 2,400
Number of Styling Stations: 12 styling; 6 color
Treatment Rooms: Dark shampoo room
Equipment by: Freestyle
Furniture by: Eurisko, Belvedere
Architect: Stan Miller
Photographer: Madelyn Alexander
As Luca Boccia and Elan Levy began designing their fourth and newest salon location, PYURE Aventura, they first imagined it as a blank canvas.
They wanted a modern vibe with a focus on retail because it is a specialized salon, offering facial waxing as the sole spa feature. They wanted clients to be immersed in a retail space as they get serviced, so they can recreate their look and experience at home.
As clients enter the double doors, they are greeted by retail products along the right side of the salon and services on the left. The look is brought together with modular retail units that allow clients to interact with products during their service.
“At Pyure we believe that the guest experience and the technical work are equal,” Boccia says. “That delivering a value-added service to ‘every guest every day’ is our primary mission.”
While Boccia and Levy want clients to be able to recreate their look at home, they also want them to have a relaxing experience in the salon. From foot soaks while waiting for color to process to complimentary massaging shampoos and treatments in a blue-lit dark shampoo room with soft music playing, a client’s experience is put first.
Aside from salon services, Pyure is putting a focus on customer service and testing, with success, a “stand in front” desk. “Instead of guest services communicating with guests from behind the desk, they work the floor greeting, educating and monitoring services and guests from the floor, therefore just utilizing the furniture (desk) as a purpose for technology (computer, phone, credit card terminal),” Boccia says. “It’s a better experience for the guest.”
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