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Updating a Brand
WHEN THE CELL PHONE STORE closed in the outdoor, mixed-use lifestyle center in San Jose, California, where Kane Bennett’s Atelier Salon and Spa and Atelier Studio are located, she recognized an opportunity to expand the smaller salon and initiate her plans to update her brand
by Salon Today Staff
April 1, 20132 min to read
WHEN THE CELL PHONE STORE closed in the outdoor, mixed-use lifestyle center in San Jose, California, where Kane Bennett’s Atelier Salon and Spa and Atelier Studio are located, she recognized an opportunity to expand the smaller salon and initiate her plans to update her brand. The studio was located on a major entry street into the busy upscale mall and when Bennett studied her neighboring stores, she noticed that everyone else’s storefront was fairly neutral. She decided to redesign the logo for both locations, using a brown, white and fluorescent orange, then she incorporated the bright orange paint into the design of the storefront. “It definitely attracts the eye, and we’ve noticed a bump in walk-in traffic and retail sales,” Bennett says. “And sincere locations are a block and a half apart, that’s been a bonus for both.”
The extra space allowed Bennett to grow the studio from four stations to nine, as well as create a color bar and lounge area for clients to relax m while their color is processing. The renovation started a movement, and now Bennett is continuing the brand update with plans to give her larger, original location a little facelift.
ATELIER STUDIO
Owner: Karie Z. Bennett
Location: Santana Row, San Jose, California
Salon Established: 2007
Square Footage: 1,600
Number of Styling Stations: 9
Shampoo Bowls: 4
Other: Make-up station with a built-in melting pot allows salon to market a brow bar
Furniture/Equipment: Custom, Eurisko (for the update)
Retail Line: Aveda
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