Voelker Gray Design
Todd Voelker and John Gray voelkergraydesign. com
When Voelker Gray Design principals, Todd Voelker and John Gray reimagine spa retail, they first see it as the spa’ s entrance experience.
THE DESIGN GOAL: The space is designed to gracefully draw guests through a staged succession of enticing encounters. Visual, tactile, and olfactory interactions welcome the arriving spa-goer to pause and enjoy. Displays are exciting yet uncluttered and comprehensible. The necessary reception and POS functions are prominent but do not obstruct the way. Ahas await at every turn.
“ Welcome to well-being,”“ lighting the way,” and“ less is more” are guiding principles behind the design. Equally important:“ Seeing retail as an art is essential to the art of retail.”
WELCOME TO WELL-BEING. The arriving guest’ s transition from the world outside begins as soon as they enter the front door. Decompression deepens at a second transition from retail and check-in into the spa’ s heart, a shift into relaxation and balance. Retail space leads towards a“ wow” experience to the spa’ s serene interior. Entrance-facing displays suggest the promise of the experience to come.
LIGHTING THE WAY. Casework frames the product displays within visually contrasting blank spaces. Great lighting is vital to effectively deliver your perfect product selections. In both active and subtle ways, LEDs provide multi-directional lighting to enhance clarity, colors, and the attractiveness of products. Illuminated glass shelving, backdrop washes, and accent spots pull attention to where you want it. Lighting colors the neutral backgrounds, and is readily varied with themes and seasons.
The accompanying floor plan sketch depicts an efficient, purpose-driven 750 square-foot area with retail, reception, point-of-sale( POS) stations, testing space, storage, and office included.
LESS IS MORE. The retail area is also the guests’ parting experience, their last impressions as they leave. Impulse items and experience-reminders stand out from exit-facing displays. When guests take home essences of their spa experience, they’ re almost sure to be back. ■
CONGRATULATIONS TO JOHN GRAY, recipient of this year’ s ISPA Dedicated Contributor Award. Read all about his great accomplishments and contributions to the spa industry in the October issue of Pulse. Be sure to be at this year’ s ISPA Conference & Expo on Oct. 15 – 17 at the Gaylord Palms Resort & Convention Center in Kissimmee, Florida to witness the awarding event.
44 PULSE ■ August 2012