Research Group Presentation

June 1, 2011

ID 684/685 Masters Studio II

Marymount University

by Ahmad E. Alansari

Stephanie C. D. Herbolsheimer Shelley L. Steward

Inspiration

“Nature holds powerful secrets”

• Guided by an ancient aboriginal recipe • With meticulously blended various local herbs

and flowers • In fragrant oils and lye • Imbued with vital minerals and salts from the

Dead Sea • Offering an experience of serenity to the mind • Through the marvels of aromatherapy.

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

http://sabonnyc.com/index.cfm/a/article.show/artid/17

Mission & Values

“To bring luxury to the everyday, for everyone”

• Using time-honored remedies • Based on the finest natural ingredients • In an environment that inspires and captures

the imagination • Through unrivalled levels of service • With a commitment to community and planet • Via recycling and environmentally-conscious

packaging • While refraining from testing on animals.

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

http://sabonnyc.com/index.cfm/a/article.show/artid/17

Products

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Bath Products from the Dead Sea • Scrubs & Body Polishers • Liquid & Handmade Solid Soaps • Lotions, Creams, Body Butters & Gels • Essential Oils, Perfumes &Body Sprays • Facial Products (Cleansers &Moisturizers) • Home Fragrance & Scented Candles • Hypo-Allergenic Baby Products • Beauty Products (Lip Care) • Men's Grooming • Bath Accessories

http://sabonnyc.com/

History, Facts, & Target Market

• The brand was established in 1997 in Israel . • There are now over sixty locations worldwide. • First U.S. store opened in 2003 at 10th Street and 6th

Avenue in Greenwich Village, NYC. • The brand in Israel is named "Sabon Shel Pa'am" which

means "Old-Fashioned Soap" . • A hand-washing well in each store was first introduced in

the U. S. locations. • According to Moran David, CEO of Sabon, the

greatest challenge to brand consistency is seasonal display.

• The brand’s strongest markets outside Israel are service-oriented such as the United States and Japan.

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

http://www.notesontheroad.com/moran-david.html

Existing U.S. Presence

8 locations in New York City • Spring St. between Mercer & Broadway in Soho • Prince St. @ Wooster in Soho • 532 Broadway in Soho • Upper West Side near Lincoln Center • Midtown near Radio Center Music Hall • Lexington Avenue @ 61st St. • 6th Avenue in Greenwich Village • 7th Avenue in Chelsea

1 location in Garden City, NY

2 locations in Chicago, IL

1 location Boston, MA (closed)

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

http://sabonnyc.com/

Existing Sabon Store

2052 Broadway @ 71st St., New York City About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

Research Methods

• Internet-based Research on the Sabon Brand • Photographic Study of an Existing Store • On-site Spa Management Interviews:

- 26 Questions - 15 Points of Observation

• Local Case Studies - Activity Mapping of Multi-Story Salon &

Spa - Behavior Mappings of Retail Store & Café

• Literature Review of Spa, Retail, & Café Design Trends

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

Spa Design Trends

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Luxury service in an atmosphere of sanctuary

• Subdued color palettes and candlelight

• Combinations of natural materials (water, wood, stone, and clay) and artificial materials (concrete, glass, and steel)

• Innovative architecture and generous spatial concepts

http://www.shangri-la.com/en/property/boracay/boracayresort/photogallery/chithespa

• Special atmospheres using specially designed relaxation beds, multi-media technology, sound systems, the emission of aromatic scents, and smart lighting effects

Spa Management Interviews

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

Sahel Sedghazar, Massage Department Lead

Elizabeth Arden Red Door Spa

Vienna, VA

http://us.wahanda.com/place/elizabeth-arden-red-door-spa-tysons-corner/

Spa Management Interviews

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

Jennifer Phan, Spa Manager

Salon Nordine & Day Spa

Reston, VA

http://www.salonnordine.com/

Spa Management Interviews

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

Rachelle Russeaux, Spa Manager

Modern Day Spa

Arlington, VA

http://www.spafinder.com/Spa/3098-Modern-Day-Spa

Common Findings & Observations

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Space is allocated according to the service offering. • Private spaces include areas for facials, body treatments,

and massage services. • Semi-private spaces include areas for pre- and post-

treatment relaxation and nail care services. • Public spaces include areas for reception , retail, makeup

application, and hair services . • Private areas are more secluded (near the rear of the spa). • Most service areas are not marked by explicit signage. • Beverages are provided to clients in both reception and

relaxation areas. • Employees are provided with a break room. • Multiple supply and storage rooms are required.

Differences Noted

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Some spas have policies regarding cell phones and young children.

• Employee communication systems vary by spa. • Changing rooms and restrooms may or may not be assigned

by gender. • Some spas provide separate locker rooms for each gender

while others use treatment rooms as changing rooms. • The frequency of changes to finishes and upholstered items

varies by spa. • Equipment type, portability, and storage varies by service

offering and spa. • Wait times vary by spa. • The size and location of retail areas vary by spa.

Case Study Activity Mapping

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

Salon Nordine & Day Spa

Reston Town Center Reston, VA

Case Study Observations

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Salon and spa services are separated by floor.

• A curtained exclusive suite can be reserved for couples massages and private nail services.

• General ambient lighting dims as one progresses down the stairs and through the spa.

• The color palette, ogee arch, and Islamic forms continue throughout the salon and spa.

• There is no cell phone service signal in the lower spa area.

http://www.salonnordine.com/

Skin Care Retail Design Trends

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Inferences to nature with the designs of the store • Interactive technology to educate consumers on product • Incorporated retail displays into the store design (not as an afterthought) • Eco-friendly design, packaging, and marketing

http://www.thecoolhunter.net/article/detail/1253/aesop-skin-care-that-thinks-outside-the-box

• Customer first attitude and a spirit of responsibility for the company within its employees

Case Study Behavior Mapping

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

The Body Shop The Fashion Centre

at Pentagon City Arlington, VA

Case Study Observations

About Sabon

Design Research

Spa

Retail

Cafe

Neighborhood Research

Signage Research

Summary

• Customers either were just browsing or had a specific product in mind to buy.

• The products were grouped by type and by scent, which made browsing easier.

• The store was neat and tidy and not cluttered with many displays.

• Products were brightly colored while the displays were natural materials. • Easy store to navigate

Café Design Considerations

Top four characteristics of the ideal coffee shop: • Cleanliness • Adequate Lighting • Comfortable Furniture • Views (including the access to nature, natural lighting, and outside activity)

For customers desiring seats, the layout of the coffee shop is an important consideration. - Preferred seats provide shelter on at least one side. - Favorable seats are next to windows, walls, and partial

height partitions

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary Waxman, Lisa K. (2006) The Coffee Shop: Social and Physical factors Influencing Place Attachment. The Journal of Interior Design. Vol.31, p. 46

Café Design Trends

• Environmentally responsible materials (such as wood reclaimed from barns, sheds lights, and

metal ceiling tiles) • Open kitchens with stainless steel equipment • Wooden tabletops • Unfinished wood flooring

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

http://viewhometrends.com/ http://www.newhouseofart.com/

Case Study Behavior Mapping

Starbucks Coffee Tyson Corner Center

(East Wing) McLean, VA

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Case Study Observations

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

• Customers tend to have similar behaviors in the space.

• Most customers leave the café after receiving their orders, possibly due to an observable lack of available seating.

• It can be noted that tables outside of the glass enclosed area are filled first.

• The most commonly observed activity of the customers was talking. N o one appeared to be reading or studying at this location.

Ballston Community

Demographics: • The population is 30,068 (51% male, 49% women). • The median age is 36. • Over 1/3 of the population has

a graduate degree; just under 1/3 has their bachelor’s degree.

• Almost half of the population has never been married; just over a fourth are married.

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

• The median income is $83,000. • The density is12,673 persons per square mile.

http://homes.point2.com/Neighborhood/US/Virginia/Arlington-County/Arlington/

Wayfinding

Paths - routes along which people move throughout the city

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Lynch, Kevin. The Image of the City. Cambridge: M.I.T., 1960. Print.

Wayfinding

Edges - boundaries and breaks in continuity

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary http://www.trafficland.com/city/WAS/camera/320/

http://designrink.wordpress.com/2009/04/03/ Lynch, Kevin. The Image of the City. Cambridge: M.I.T., 1960. Print.

Wayfinding

Districts - areas characterized by common characteristics

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Lynch, Kevin. The Image of the City. Cambridge: M.I.T., 1960. Print.

Wayfinding

Nodes - strategic focus points for orientation like squares and junctions

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Lynch, Kevin. The Image of the City. Cambridge: M.I.T., 1960. Print.

Wayfinding

Landmarks - external points of orientation, usually an easily identifiable physical object in the urban landscape

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Lynch, Kevin. The Image of the City. Cambridge: M.I.T., 1960. Print.

Community Signage

Ballston has many signs to indicate its boundaries, and has wayfinding maps throughout the area.

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Symbols & Logos

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Directional Signage

Interior way finding signage within the Ballston Commons Mall

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Branding Through Signage

Panera is known for its font and logo, which appears on all its merchandise as well as its marketing.

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

Branded Environment Signage

Case Study: O's Campus Café at the University of Texas Concept: Typographic "O" Orange is the fruit symbol for

health and sunshine

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

http://www.spdaustin.com/portfolio/client/os-campus-cafe/p:257/r:1/

About Sabon

Design Research

Spa

Retail

Café

Neighborhood Research

Signage Research

Summary

http://sabonlover.blogspot.com/2010_12_01_archive.html

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