Elevating the Experience: Reshaping Concepts of a Medical Spa to Promote Brand Loyalty
Presented by: Darrin Brooks, Steven Mansfield
The owners of an existing medical spa wanted to build a new retail environment offering spa treatments, skincare, and laser services. This involved conceptualizing a new brand identity called Revivology. The owners selected a storefront in a new retail community. The intent of the designer was not to simply create an interior but rethink the way a design can promote increased productivity, revenue, client satisfaction, and brand loyalty. This project was designed from the ground up and finished with exquisite and custom details. The role of the designer was to provide a space plan, architectural details, lighting design, millwork, and full material specification. The concept involved rethinking elements of a traditional medical office by creating an environment that would focus on an enhanced client experience. Revivology would resemble a high-end cosmetic store, hotel, and/or spa. Elements from the former location including the reception desk and waiting room were eliminated. Medical uniforms were replaced with contemporary high-style uniforms. This accentuated the new branding by adding an element of professionalism more consistent with a health spa than a doctor’s office. A custom skincare bar greets clients as they enter the space. This allows clients to browse and shop before and after services. After checking in, clients visit changing rooms with lockers and change into luxurious robes. Clients move to a private secluded lounge as they transition to treatment rooms. Clients relax in a quiet private lounge before and after treatments. Multiple water features counteract the noise created by the laser machines. The sound of falling water gives the zen-like mood. The spa features several treatment rooms and bespoke massage rooms with high-end finishes. After their procedures, clients may visit a private steam room infused with lavender and eucalyptus before transitioning back into their street clothes. Sustainable materials and finishes were an important part of the project. The design utilized daylighting as a means of saving energy. Frosted glass windows and doors were installed to transfer light through the space. Awnings were added to control light at various times of the day. LED or low voltage lights were frequently used to highlight architectural details as well as conserve energy. All decorative lighting had dimmers. A water saving steam unit was used to preserve energy and water. This new design and business model required trust by owners to rethink the way they practiced business, as well as radically changed how they had operated and interacted with clients in relation to the new environment. This design inspires clients to connect holistically in an experiential approach. This innovative project was able to enhance the experience of clients, and as a result, increase brand loyalty and revenue in a high-end spa environment.
- Brooks D., Mansfield S. Elase Medical Spas, http://www.idec.org/files/2009ConferenceProceedingsFINAL.pdf pg. 1067, March 2009.
- 2013 Brand Engagement Survey: Is emotional connection the key to customer engagement? http://www.gensler.com/research-insight/research/2013-brand-engagement-survey Accessed October 2016.