DDi - July 2013 - (Page 22)

Skincare sanctuary Erno Laszlo is reborn with a luxurious SoHo store By Lauren Mitchell, Associate Editor M Photos: ©2013 Callison LLC 22 | Design Snapshot ore than 40 years ago, the Erno Laszlo Institute was New York’s go-to beauty destination, with clientele that included the likes of Marilyn Monroe, Grace Kelly and Jacqueline Kennedy. This past fall, the famed skincare specialist returned to the city, opening up a new home in SoHo. Part skincare salon, part retail store, the revamped institute pays homage to the company’s glamorous, customer-focused history. The company brought in Seattle-based Callison for the revival, aimed at engaging existing clientele, and enticing and educating new customers. “We wanted to celebrate the history of the brand and its era with references to Art Deco,” says Tom Pulk, director for Callison. The brand’s historical charm is embodied in the 6,700-sq.-ft. space, which is made up of three levels, including a belowground ﬂoor with six treatment rooms. The main ﬂoor, which has a stately, residential feel, serves as a multifunctional | July 2013 retail showroom, featuring space for events, such as lectures, musical performances and ﬁlm screenings. At its center is the institute’s visual showpiece: a red leather spiral staircase wrapped around a 30-ft. chandelier, which boasts 20,000 ﬂoor-to-ceiling Swarovski crystals. The statement steps draw customers up to a mezzanine, a black leather upholstered box with a white interior. “It practically ﬂoats above the staircase, beckoning to customers, and serves as both a VIP lounge and an exhibition space,” Pulk describes. Other design elements, such as ﬂuted circular tables with LED panels and a curved, black-lacquer cashwrap topped with Carrara marble, further emphasize the theme of vintage decadence. “The mood of the new SoHo salon is elegant and glamorous,” Pulk says. More than a retail space, the new Erno Laszlo Institute is designed to dazzle and transport customers back in time. www.ddionline.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - July 2013

DDi - July 2013
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Editor’s Choice
Visual Perspectives
Design Snapshot
Karl Lagerfeld
Walgreens
Fred Perry
World Department Store Forum
Fixture Leaders Listing
Company Index
Right Light
In-Store Technology
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - July 2013