Businesses are taking on new forms

A Sydney dental clinic that looks like a day spa, or maybe the lobby of a chic boutique hotel? What happened to de rigueur blue mouthwash and hard plastic waiting room chairs?

A trendy Brisbane barbershop that looks like a nightclub? What happened to the usual steampunk style and dark leathers so lavishly layered you can smell them – even in the photos?

Anna Trefely, the designer who took on the brief for Double Bay cosmetic dental practice, FY Smile, says reversing expectations about how business premises should look “is kind of the direction we’re headed. now “.

“You don’t need to adapt a typology to the punch,” explains the director of Esoteriko Interiors, “because people are looking for experiences. “

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The furnishings and general design of this Sydney dental clinic suggest freshness. Photo: Dave Wheeler

Borhan Ghofrani, who specified the presentation of Langanis Barber Studios’ third outlet, located in the CBD, said he “wanted to create a different aesthetic for a long, narrow space – especially one that comes from a street. in hard concrete “.

Different, okay.

This is how Langanis created his latest location on Edward Street: “Cold textures of concrete, glass and metal surround you and you no longer feel confined to the city walls. The gray and black edges form optical prisms in a layout that’s not just surreal, it’s psychedelic.

The lighting, which changes from yellow and amber to purple and blue depending on the time of day, is perhaps the most avant-garde aspect of the very different design of Ghofrani’s barbershop.

With “a powerful angularity that reflects the shape of scissors and blades – and the way cropped hair falls to the floor,” it’s very immersive, says Ghofrani, an Iranian-born brand and interior designer who lives in Brisbane for three years. “The lighting is in your face, completely! “

The absolute opposite of Dulux White Polar is the case of FY Smile dental clinic, which advertises on its website that it is “not cold and clinical, but warm and welcoming”.

This is where you check in as a dental patient, not a posh hotel guest. Photo: Dave Wheeler

“We have deliberately chosen an earthy atmosphere and a serene atmosphere to make you feel comfortable and get rid of any lingering anxiety before you start treatment. “

In luxurious stillness, this is how Trefely interpreted a brief “to be different from anywhere else; to explore a positive experience ”, there are, she emphasizes, also degrees of“ playfulness ”.

The shapes of the reception area and waiting room tables refer to the shapes of the teeth, she says. The same goes for the material they are made of. Artificial Marblo “is very enamelled; very similar to a tooth ”.

The other subliminal message conveyed by the space, says the designer, “reinforces ultra-cleanliness”. This is considered essential in a business like this in this era of COVID.

These two projects are shortlisted in different categories for this year’s IDEA or Interior Design Excellence Awards, which will be announced in November. Both not only reflect original craftsmanship, but display the growing importance of brand character anchored in the very bones of a commercial space.

The new story is that brands are more than a logo. For Ghofrani, “a brand is also what it makes you feel, but [spatial] designs can also reflect their neighborhoods ”. Points of sale of the same brand in different locations “do not need to be carbon copies”.

Speaking to both men and women, Langanis in CBD was never going to be very generic, like so many hair salons across the country, he says. “What we have done is the opposite of wood, leather chairs, warm towels and the expectation that Al Pacino can enter a very masculine space.”

Michael Langanis, owner of the shops, says that Ghofrani “really wanted to make this shop an enveloping experience”.

Langanis is cited on the brand’s website as wanting to create much more than a hairdressing salon: “We create hype and put on a show.

Ghofrani holds scissors that inspired some of the shapes in the store.

The design show has music and lights that vibrate with the beats. “Music and darkness,” says the interior designer. “We go to places to have experiences and atmosphere, and there’s no reason a barber couldn’t be different.”

The lighting? What are those purples, in particular? “We have selected colors that play with each other. They are also complementary colors to a person’s face. Green and red can make you look like you have jaundice.

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