NEWH - Summer 2021 - 72

PROJECT | PRESSED ROOTS

Good Hair Day
Coevál Studio designs a luxe blow-dry bar for women with textured hair
By Alia Akkam
Photography by Chase Daniel

T

extured hair requires the touch of a skilled stylist and that rigorous
attention is on full display at Pressed Roots, the upscale Dallas
salon that tends solely to curly, coily, kinky tresses. Following a
string of successful pop-up ventures catering to women of color, Pressed
Roots founder and CEO Piersten Gaines opened her first brick-and-mortar
outpost of the budding franchise in Trinity Groves last year. To design this
flagship location, the Harvard Business School graduate turned to Coevál
Studio to conjure a particularly eye-catching scheme.
Gaines wanted a vibe that was decidedly unlike those of typical beauty
retreats and came to the local firm armed with a " mood board full of
feminine and empowering elements seen through a non-traditional lens, "
explains Coevál Studio creative director and principal John Paul Valverde.
" She challenged us to create a space that is refreshing and playful, thus
motivating her clientele to share it on social media. "
Certainly, Pressed Roots is Instagram-friendly from every angle. The large
front windows maximize the sunlight that bathes the reception desk and
planter full of pampas grass, both of which are covered in vertical poplar
slats. This combination of vegetation and light wood at the entry is meant
to provide a subtle contrast to the palette and textures beyond as well as
" evoke a relaxed essence, " Valverde points out.
On the opposite side of the 1,422-square-foot room, a cluster of benches
brightened by dried landscape installations is set underneath dramatic
cylindrical volumes that lend the area a larger vertical scale. Most activity,
however, takes place in the center. Here, 10 low-slung curved chairs are
gathered around a wood-stained island, forming the inviting, open-concept
styling stations where Pressed Roots customers partake of the staff's
natural, silk press blowout technique.
Unifying the layout are the " monolithic, calming pink hues " that heighten
" visual impact from the moment you walk in, " says Valverde. Soft, dusty
tones dominate, staining the concrete floors and powder coating the
double-sided floating mirrors. Even the wax plaster walls were blended
with a custom pink pigment. Echoing Pressed Roots' signature express
treatments, " the wax was layered on after to give the plaster a smooth
finish, " says Valverde.

This page: A textured installation featuring dried, natural materials graces a benchlined wall at Pressed Roots.

72	 www.newh.org

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NEWH - Summer 2021

Table of Contents for the Digital Edition of NEWH - Summer 2021

Contents
Letter from the President
News
Equity, Inclusion, and Diversity
Guest Perspective
Who's Who
New NEWH Corporate Partners
Conference Roundup
Have You Seen
Scholarships
Scholarship Heroes
Interview: Arash Azarbarzin
Sustainability Point of View
Q&A: Tara Chung
Q&A: Courtney Elfand
Q&A: Gabe Rodriguez
Cover Story
Project: Canopy Cancun
Project: Pressed Roots
Project: Giannino Mayfair
Project: Portola Hotel & Spa
Chapter Highlights
Save the Date
New Members
Partner Profiles
Ad Index
NEWH - Summer 2021 - Cover1
NEWH - Summer 2021 - Cover2
NEWH - Summer 2021 - Contents
NEWH - Summer 2021 - Letter from the President
NEWH - Summer 2021 - 5
NEWH - Summer 2021 - 6
NEWH - Summer 2021 - 7
NEWH - Summer 2021 - News
NEWH - Summer 2021 - 9
NEWH - Summer 2021 - 10
NEWH - Summer 2021 - 11
NEWH - Summer 2021 - 12
NEWH - Summer 2021 - 13
NEWH - Summer 2021 - 14
NEWH - Summer 2021 - 15
NEWH - Summer 2021 - 16
NEWH - Summer 2021 - 17
NEWH - Summer 2021 - 18
NEWH - Summer 2021 - 19
NEWH - Summer 2021 - 20
NEWH - Summer 2021 - 21
NEWH - Summer 2021 - Equity, Inclusion, and Diversity
NEWH - Summer 2021 - 23
NEWH - Summer 2021 - 24
NEWH - Summer 2021 - 25
NEWH - Summer 2021 - Guest Perspective
NEWH - Summer 2021 - 27
NEWH - Summer 2021 - Who's Who
NEWH - Summer 2021 - 29
NEWH - Summer 2021 - 30
NEWH - Summer 2021 - 31
NEWH - Summer 2021 - 32
NEWH - Summer 2021 - 33
NEWH - Summer 2021 - 34
NEWH - Summer 2021 - 35
NEWH - Summer 2021 - 36
NEWH - Summer 2021 - 37
NEWH - Summer 2021 - New NEWH Corporate Partners
NEWH - Summer 2021 - 39
NEWH - Summer 2021 - Conference Roundup
NEWH - Summer 2021 - 41
NEWH - Summer 2021 - Have You Seen
NEWH - Summer 2021 - 43
NEWH - Summer 2021 - 44
NEWH - Summer 2021 - 45
NEWH - Summer 2021 - 46
NEWH - Summer 2021 - 47
NEWH - Summer 2021 - 48
NEWH - Summer 2021 - 49
NEWH - Summer 2021 - Scholarships
NEWH - Summer 2021 - 51
NEWH - Summer 2021 - Scholarship Heroes
NEWH - Summer 2021 - 53
NEWH - Summer 2021 - Interview: Arash Azarbarzin
NEWH - Summer 2021 - 55
NEWH - Summer 2021 - 56
NEWH - Summer 2021 - 57
NEWH - Summer 2021 - Sustainability Point of View
NEWH - Summer 2021 - 59
NEWH - Summer 2021 - Q&A: Tara Chung
NEWH - Summer 2021 - 61
NEWH - Summer 2021 - Q&A: Courtney Elfand
NEWH - Summer 2021 - 63
NEWH - Summer 2021 - Q&A: Gabe Rodriguez
NEWH - Summer 2021 - 65
NEWH - Summer 2021 - Cover Story
NEWH - Summer 2021 - 67
NEWH - Summer 2021 - Project: Canopy Cancun
NEWH - Summer 2021 - 69
NEWH - Summer 2021 - 70
NEWH - Summer 2021 - 71
NEWH - Summer 2021 - Project: Pressed Roots
NEWH - Summer 2021 - 73
NEWH - Summer 2021 - 74
NEWH - Summer 2021 - 75
NEWH - Summer 2021 - Project: Giannino Mayfair
NEWH - Summer 2021 - 77
NEWH - Summer 2021 - 78
NEWH - Summer 2021 - 79
NEWH - Summer 2021 - Project: Portola Hotel & Spa
NEWH - Summer 2021 - 81
NEWH - Summer 2021 - 82
NEWH - Summer 2021 - 83
NEWH - Summer 2021 - Chapter Highlights
NEWH - Summer 2021 - 85
NEWH - Summer 2021 - 86
NEWH - Summer 2021 - 87
NEWH - Summer 2021 - 88
NEWH - Summer 2021 - 89
NEWH - Summer 2021 - 90
NEWH - Summer 2021 - 91
NEWH - Summer 2021 - 92
NEWH - Summer 2021 - 93
NEWH - Summer 2021 - 94
NEWH - Summer 2021 - 95
NEWH - Summer 2021 - 96
NEWH - Summer 2021 - 97
NEWH - Summer 2021 - Save the Date
NEWH - Summer 2021 - 99
NEWH - Summer 2021 - New Members
NEWH - Summer 2021 - 101
NEWH - Summer 2021 - 102
NEWH - Summer 2021 - 103
NEWH - Summer 2021 - Partner Profiles
NEWH - Summer 2021 - 105
NEWH - Summer 2021 - Ad Index
NEWH - Summer 2021 - Cover3
NEWH - Summer 2021 - Cover4
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