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Biolage Spas, Global | Back to index page |  |
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| BIOLAGE GLOBAL SPA SMART SPACE SCALABLE STYLE For Biolage, a hair care brand under the L’Oreal umbrella, Orange22 recently conceptualized a global spa design that offers the brand both scalability and style. Biolage asked Antonioni to create an easy-to-install modular system with multiple opportunities for branding, merchandising and client education. The challenge was to provide those opportunities in a way that would serve a location in Tokyo as well as in New York. MULTIFUNCTIONAL MODULE The central component of Antonioni’s design, the Horizon Module, solves each of these problems elegantly. The panel wraps around the spa environment, serving as the base into which all other components—from the reclining chairs to the washbasins—easily slide. The backlit module can also be skinned in a variety of fascia, featuring lifestyle imagery or product information—in multiple languages. “The module does more than one thing for the brand,” says Antonioni. “It can be scaled down or up according to the space requirements of each location’s layout. It’s a smart geometry.” SMART MAINTENANCE Orange22 drew from previous experience with clientele in the spa industry to set an additional objective for the environment. To deliver a truly comprehensive solution, Antonioni knew his design would need to solve practical, real-world problems for stylists. For instance, Antonioni understood that spa environments need to be cleaned several times in the course of a day. In most salons, detritus collects in hard-to-reach crevices, but every corner of Orange22’s system is rounded, easing the burdensome job of daily maintenance. SMART WORKFLOW Meanwhile, customers relax during their treatments in the Client Transport Recliner, which sweeps upward and morphs into both the thermal-formed Corian sink and a product panel on which the brand’s gorgeous vials of hair-care treatments are displayed. That panel puts the brand’s products within consumers’ line of vision, providing a built-in opportunity to generate brand awareness. But it also keeps products within reach for stylists. “The system streamlines every part of the day-to-day workflow,” says Antonioni, “which in turn ensures that customers have a totally seamless experience with the brand.” + Concept Development
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