Nails Magazine

DEC 2012

Magazine for the professional nail industry.

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DIGITAL AS ENVIRONMENTAL Today's digital moves far beyond the 8" x 10" screen. Using technology purposefully is more about the immersive experience than the technology itself. Some of our favorite examples show digital used as wallpaper, way⇒ nding, and setting the stage for the brand. A SENSORY WAITING AREASENSORY WAITING AREA The waiting room is where customers are thinking, "Is this a place I want to visit again?" Whether she's waiting for her appointment or waiting for a friend, you don't want her to feel like she's waiting at the doctor's of⇒ ce. Ideally, there are different seating "pods" so she can choose which suits her best...maybe there's an area with different chairs, so she has the option of having her own space, or maybe there's a curved velvet sofa that looks too luxurious to resist. It's important that the waiting area is a truly sensory experience. What does she smell? Consider a calming signature scent. Offer her something to drink while she waits — a glass of ice cold water with a slice of lime or a cup of hot tea. Little cues like candles burning or brand-appropriate music set the tone for the experience. There's also an educational aspect that's coming back to waiting areas; I'm seeing the return of hardcover art and travel books to waiting spaces so she can enjoy her time by reading about something meaningful in a beautiful book. [above photo] At AbFab Salon and Spa in Rockford, Ill., the waiting area has oversized sofas and chairs with throw pillows. Clients are off ered a beverage while they wait. [below photo] Digital consultation stations with- in Walgreens' LOOK Boutique in Las Vegas help customers sort through the many beauty and skincare options available. Felder As vice president of intelligence and brand strategy at retail design fi rm Chute Gerdeman, Joanna Felder works with clients to develop brand positioning, image, and voice. Bess Liscio is vice president, visual strategy, at Chute Gerdeman, where she uses her creative expertise to help her clients develop and interpret busi- ness objectives into exciting visual concepts. For more information, visit www.chutegerdeman.com. Liscio 86 | NAILS MAGAZINE | DECEMBER 2012 NOTE: PHOTOS SHOWN HERE ARE NOT NECESSARILY CHUTE GERDEMAN DESIGN PROJECTS.

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