Project Spotlight: Silver Mirror

Silver Mirror is a facial bar in the heart of New York City introducing a new skincare lifestyle-highly-specialized, results-driven facial treatments using skincare technologies, products and estheticians.

To achieve Silver Mirror’s mission of creating a unique facial experience that is enjoyable and more suited to today’s modern beauty lifestyle, HHA developed a procession through a series of indiviual curtained pods that can be modulated to create varying levels of privacy and social interaction.

Part of the Silver Mirror design challenge was to create a space that provided a high level of client comfort while simultaneously meeting all of the pragmatic, technical and lighting needs of the technicians. In addition, there was a bring a modern convenient and simple feel to a normally stuffy and time-consuming process while also maintaining the necessary perception of a professional, medical and sterile environment. Custom treatment pods were designed to seamlessly accommodate and conceal places for tools, products, trash and disposables. The post treatment vanity provides many of the same details in a more public setting.

Partnering with silver mirror on their first venture presented a unique opportunity to develop an interior design concept in parallel with the birth of the overall project brand and graphic identity. Core elements of Silver Mirror’s graphic identity which are featured in their print, web, and signage programs inspired elements of the store interior design logo walls, materials, fixtures, and other brand specific architectural details. Overall, this careful integration of branding, marketing, and interior design creates a client experience which is coordinated through every detail.

Project Spotlight: Rent the Runway

The project consisted of the development of a new concept prototype environment for Rent the Runway and the implementation of that concept into a new, New York City flagship location of approximately 6,000 sf. The program included reception and service areas (Service Bar), main merchandise area (Dream Closet) and fitting rooms for walk-ins and appointments (Styling Studio).

From the first moment you enter the store, the overall abundance of the closet is intentionally visible but as you explore more you’ll find giant jewelry cases and other smaller scale details and surprises. Unlike typical retail fixtures, these cases are fully accessible and customers are invited to open and search through drawers as if they were in their own closet. From the Dream Closet, customers can then move to the walk-in fitting rooms or
the appointment only Styling Studio – depending on their desired level of service.

RTR is exactly the kind of project we love – a client that is intentionally trying to create something entirely new and unique. As they are a disruptive, paradigm shifting online business, the store had to equally demonstrate that it is not a retail-asusual environment (Dream Closet). In addition, we wanted to foreground and fully integrate the service portion of the RTR model in a unique and customer focused way (Service Bar) as well as create a new signature environment for one-on-one styling appointments (Styling Studio). The key to achieving the project goals was to really commit to the idea and details of a giant, aspirational “Dream Closet” and intentionally move away from recognizable retail elements like free-standing fixtures and mannequins. Similarly, the Service Bar sought to deliver a high level of customer care in a more enjoyable social environment. At the end of the day, far from being a typical retail store, the
main space was designed more as the world’s greatest closet that happens to also include a really cool bar.

Through the layout, design and details the store is the physical embodiment of the band promise. Customers are welcomed into an aspirational fantasy closet where access and abundance are readily on display. Signage and wayfinding are intended to reinforce the not retail-as-usual design goals. Subtle and elegant, they are intended to provide clear direction without recalling any of the loud, commercialism of traditional retail graphics.

Project Spotlight: Squeeze

The project consisted of the development of a new concept prototype and first flagship location for Squeeze – a new massage concept from the founders of drybar.  As with drybar, the design goals were to create a paradigm shifting new space that would help fill a hole in the market between the limitations of the discount and very high-end existing options. The 4,000 sf project included reception, relaxation lounge, private treatment suites, shared open treatment areas and back of house support spaces.   

The experiential journey of Squeeze is imagined as a gradual transition from the hustle and bustle of the outside world to the privacy and serenity of the individualized treatment rooms.  After being greeted at reception, customers move to a protected, interior relaxation lounge where they can enjoy tea or water and sample aromatherapy options.  Once inside the treatment room, guests will find their own dedicated space to comfortably change, conveniently store their belongings, and easily customize their environment with touch screen control of light, temperature and music.  The guest station is stocked with everything needed to help support the experience within easy reach – including mints, cough drops, hair ties and phone charging – as well as a large personal mirror for checking in before emerging back into outside world.   

Squeeze is exactly the kind of project we love – partnering with a client who is intentionally trying to disrupt an industry and create something entirely new and ownable.  Like drybar, which sought to break the ubiquitous hair salon mold of a long line of chairs facing mirrors, the design of Squeeze has moved away from the impersonal collection of endless doors and hallways to a series of individualized treatment cubes.  Like jewelry boxes, the treatments suites have protective wood paneled rectilinear exterior walls that help insulate the softer and quieter finishes of the rounded interior spaces.  In the relaxation lounge, common rubber stress balls have been used to create a signature feature wall that resembles and winks at the iconic tufted fabric walls of drybar.

Reuniting the teams behind drybar, Squeeze presented a great opportunity to again develop a physical design concept in parallel with the evolution of the overall brand and graphic identities.  Through close collaboration, core elements of the identity which are featured in their print, web, and collateral materials were seamlessly integrated into the interior design in colors, materials, graphic patterns and signage.  One of the overall goals of the branding is to bring a playful and whimsical voice to the brand through the personification of the logo – a smiling squeeze ball named Pat.  Pat, as well as more abstracted spheres and curves, are strategically featured in 3-dimensional and graphics moments throughout the space.