Nails Magazine

DEC 2012

Magazine for the professional nail industry.

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STYLE} With a growing number of choices, you have to work hard to stand out from the competition and bring your salon's brand to life. The good news is that creativity trumps dollars every time! A retail design fi rm shares its advice for how to adapt. BY JOANNA FELDER AND BESS LISCIO, CHUTE GERDEMAN Design Without Breaking the Bank FLEX AREAS This is space that you cut out of your ordinary ⇓ oorplan to create sudden or planned impact. By carving out a simple 20-ft. space, you can create a high-impact area that tells a single story or offers a surprising new experience. [above photo] C&A; Iguatemi in São Paulo always feels fresh because the space can change easily to highlight whatever new product is in the store. With fl exible, perimeter fi xtures, the space is morphed to best suit new merchandise. Though small, there's enough room for meandering and discovery. WOW FACTOR Using everyday materials in unexpected ways can pay off ten-fold by creating a moment of surprise for the customer. The use of bountiful displays or signature elements unique to your business makes you memorable and differentiated. [right photo] At Well Polished in Katy, Texas, more than 70 SpaRitual polish bottles in a chandelier create a memorable wow factor. The clever decor makes clients want to take a second look — and then they start to look a little closer at everything, wondering what the next surprise might be. Plus, it causes clients to look up, which gives customers a whole new vantage point to consider. 82 | NAILS MAGAZINE | DECEMBER 2012

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