A male grooming salon brand called Spruce has been launched in Brighton with branding and interior design by Platform. The salon is the brainchild of Johan van der Merwe, a stylist for celebrities.
The interior of the 37m2 space uses black-stained timber flooring, clear and smoked glass and lime colour accents on the barber chairs. The Spruce logo also references the lime used in the salon’s upholstery.
‘We wanted to achieve a strong masculine space, which also represents a shift from traditional barber shop values,’ says Platform director Max Eaglen. The consultancy has also designed the company’s print materials and a website, at www.sprucegrooming.com.
According to van der Merwe, the idea to open a salon came after a rapid expansion of the male grooming market over the past five years. ‘All the major cosmetic labels have launched their own ranges,’ he notes.
Spruce will offer hair, skin and body treatments, along with a range of alternative and complimentary therapies, which will be delivered in a dedicated area at the rear of the salon.