A place for men in the mall

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A place for men in the mall
Procter & Gamble steps up the men�s grooming experience with The Art of Shaving

By Jenny S. Rebholz
July 02, 2010

Roberto D'Addonna

Prepare, Lather Up, Shave and Moisturize��The 4 Elements of the Perfect Shave� come to life in the re-energized design for The Art of Shaving stores across the country. Founded by Eric Malka and his wife Myriam Zaoui, The Art of Shaving opened its doors in 1996, and has since built a distinct culture with approximately 33 stores. Since purchased by Procter & Gamble (P&G), this male-focused retail environment serves as a platform for launching P&G�s shaving technology. The personal touch�the tradition of The Art of Shaving, established by Malka and #Zaoui�and the innovative technology of P&G create a powerful partnership that comes together in a unique retail experience.

�We wanted to upgrade our retail shops to offer our customers an engaging, sensory experience in an upscale men�s club setting, one that showcases our products and teaches our customers proper shaving technique,� describes Eric Malka, co-founder of The Art of Shaving. The owners worked closely with New York-based Pompei A.D. LLC, a creative service firm that specializes in designing integrated environments, to help bring their vision to life.

�The design is rooted in the traditions of The Art of Shaving,� says Scott Faucheux, studio director for Pompei A.D. �We made gestures to the past, but with a contemporary and fun twist.�

Inspiration for the re-energized design came from masculine reference points, such as a den, game room, library and men�s club. The challenge was to develop a concept that could expand and contract to meet the needs of specific store locations, varying in size from 300 sq. ft. to 1,200 sq. ft.

�Profitability was a key requirement,� says Ron Pompei, principal and creative director of Pompei A.D. �We worked to make sense of the products, to organize and group them in order to create an experience that conveys their story and culture, while maximizing the available space.�

Pompei�s concept brings �The 4 Elements of the Perfect Shave,� the cornerstone of The Art of Shaving philosophy, to life at the heart of the retail experience. Contemporary graphics developed by Pompei A.D. convey a consistent product language throughout the store, while intuitive product placement makes the signage an enhancement, so customers don�t rely on graphics for wayfinding.

�The various merchandise groupings create landmarks within the space,� Pompei describes. �We thought about specific products in relationship to the space, the customer and other product categories. The arrangement makes navigation feel smooth as customers explore the shop. The product works as a design element.�

The �hub table� serves as a focal point and organizing principle within the store, a place that greets and educates visitors. This key merchandising area is the beginning of the sensory experience and helps guide customers throughout the store. �It is where you encounter the 4 Elements presented with great articulation and clarity,� Pompei says. �This is the statement of value they bring their customers, and the �hub table� directs you.�

From the hub table, customers are directed to numerous vertical displays around the perimeter of the store. Linear shelving areas continue the sensory story, while the 4 Elements fixture wall reiterates the 4 Elements of the Perfect Shave. This arrangement creates an easy-to-navigate shopping experience.

Materials and finish selections throughout the store continue the brand story and create a sense of luxury and masculinity. �To parallel the use of natural ingredients in our products, we used natural materials in the design, including stained rift-cut white oak, polished nickel and white Carrara marble,� Malka describes.

The traditional look of paneling achieves the masculine, den-like appeal in the space, but is delivered with a twist. Pompei A.D. created a collage effect by shifting the grid, offsetting panels and incorporating 14 types of mouldings to achieve a more modern presentation. Due to the varying size and geometry of each store, this design element allows the team to make each location unique, but still maintain a strong brand presence.

While the panel system creates a modern twist, other design elements infuse a sense of luxury, such as the tufted leather surface of the cashwrap capped with Carrara marble, and an adjacent tufted leather lounge chair.

The nostalgia of the barbershop comes alive in each location with another focal point of the store�a barber�s chair. �When customers walk past our stores, they will recognize a classic symbol of shaving, making our stores easy to find,� Malka says. �In some locations, this becomes part of a �Barber Spa.��

Design details throughout the interior create subtle references to the history of shaving and the solidity of the brand. Framed whimsical images of shaving communicate the heritage of the brand, while painted striped walls bring The Art of Shaving packaging alive, creating what Pompei refers to as a �macro and micro brand relationship.�

A combination of LED, compact fluorescent and incandescent lights achieve a dramatic effect in the store while properly highlighting the merchandise and displays, so customers can easily see the products. Large overhead shades suspended above the hub table and black cylinders in the Barber Spa add visual interest. The inside of the pendant fixtures are gold to add warmth to the light, giving a more human element to the products.

�When the customer crosses over the threshold, they find themselves in an intimate, accessible space�a different experience from the surrounding mall,� Pompei describes. �This is a place where men experience a sense of community. The Art of Shaving is a place that is rich and familiar; a place where the daily routine of shaving can be elevated to a welcomed experience.�

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