Founded in 2008, by Jacob Hyraki in the heart of the Fashion Avenue district in The Dubai Mall, The Loft Fifth Avenue quickly became one of the leading beauty hubs in the UAE. The original concept took cues from a classic urban aesthetic with black and white glossy finishes and white brick.
Staying true to their promise of staying connected to what their clients want, the brand felt it was time to reflect a more intimate storyline with the interiors. With this in mind, Brand Creative set out to create a narrative that looks at every fashion girl’s wildest dream – what it would feel like to live in New York City.
Floor to ceiling black and white photography was a key element in developing the re-imagined space. By omitting typical model faces and poses and selecting visuals where women were engaging in everyday city life scenarios we allow clients to easily transport themselves into the heart of the big apple. Whether it’s sitting by a windowsill gazing out into the skyline or hustling through busy streets, the excitement of really “living it up” in the “city that never sleeps” is paramount.
Adding to the existing palette, we included tinted and corrugated glass along with grey washed woods for warmth and texture. The glossy black elements were retained throughout the joinery but a slick new application of black mosaic tile with white grouting creates striking, graphic backdrops to the hair wash and nail areas. Layers of black perforated mesh in a variety of custom configurations were layered over distressed walls and tinted mirror bringing an added depth to the space and an elevated application of a typically used industrial material. Another key feature within the space is the black circular metal loft staircase in the hair area, which allows for the ultimate picture taking moment for stylists to show off their finished work.
Fluorescent pink and white LED rope lighting was overlaid onto skyline photography as an ode to Times Square, ultimately depicting the energy of the city. In the nail area, custom light bars were set up to mimic an abstracted deconstruction of the skyscrapers that define the city. Photography of Tristan Eaton’s vibrant graffiti works were featured within the nail area to add a pop of colour in reference to New York street culture.
Particular attention was paid to customised multi-service stations that were designed in collaboration with salon equipment experts at Cinderella. The stations allow for hairstyling, manicures, pedicures, threading, and neck massages to be performed simultaneously. For therapists, key ergonomic principles were applied to the custom design of their work chairs for optimum lower back support – considering longer sitting time and specific postural requirements.
Photo credit: Michael Kruger Photography