The salon concept gets a makeover
A group of private investors set out to create the ultimate beauty destination, a 15,000 square-foot location in a walkable outdoor retail center just shy of the Las Vegas Strip.
It was a boutique with moxie and a dream: To develop a completely new kind of salon built around an unprecedented array of treatments, services and products — from Botox to blowouts, tattoos to trunk shows — in a warmly luxurious space that appealed to the real woman.
The boutique had been a long time in the making, ready for the limelight only after its creators spent four years consulting with industry insiders and clients to learn what was missing from their favorite salon brands.
They discovered their direction in a luxuriously welcoming concept, a bright airy boutique that balanced high design with approachable warmth.
All they needed was a sign
The brief tasked us with reproducing a title treatment from the HBO series Smash, to invoke the glow of a Broadway marquee. The clients dreamed of installing lighted signs on both the exterior facade and in the welcome lobby to recall the bygone era of old Hollywood glamour.
After exploring related concepts, we developed the name in a setting that would work well in manufacturing the signs, as well as secondary settings to be used in conjunction with image and texture treatments for creative marketing campaigns and environmental surfaces.
Lights off
The boutique provides deep and extensive knowledge on the most advanced beauty treatments and products via a highly trained, concierge-like staff, but also offers branded products and accessories, including blow dryers, flat irons and brushes.
We developed a sleeker version of the logo to work outside of the containing shape of the marquee letters for product packaging and merch.
The afterglow
Look Style Society quickly grew into a second location in another premier outdoor retail center in the Las Vegas valley. And the logo marquee has inspired a steady stream of selfie social engagement for the brand’s more than 17,000 combined followers.
