23 - 25 MAY 2023 | 10:00 - 18:00 DAILY

DUBAI WORLD TRADE CENTRE

Ponytail salon embraces the femenine identity of beauty and wellness

31 Oct. 2022

Founded in the UAE by Shaima and Sheikha Alawadhi, Ponytail is a newly-established brand that intends to expand throughout the country. The dynamic duo set out to provide a serene and rejuvenating experience with a modern, fresh aesthetic, in the heart of Abu Dhabi.

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Founded in the UAE by Shaima and Sheikha Alawadhi, Ponytail is a newly-established brand that intends to expand throughout the country.  The flagship salon opened in Souq Al Jami mid-September 2022. The dynamic duo set out to provide a serene and rejuvenating experience with a modern, fresh aesthetic, in the heart of Abu Dhabi.  Hidden away underground, the salon’s design needed to find a way to bring the light of the outdoors in and to carve out a transformative escape where guests could find themselves transported beyond the perimeters of a shopping mall.

Brand Creative were asked to integrate and embrace the new brand’s feminine identity of beauty and wellness whilst capturing the serenity and calmness of a far-away escape. Having spent time in California, the founders were keen on capturing moments spent on the beach discussing their future and dreams. They set the scene, inspired by the rise of the moon, hiding behind a blushing sun, as it breaks the waves.  The time of the sun’s daily succession was studied - where the sea forms a perfect mirror to reflect an array of warm and beautiful colours. The design’s palette of finishes is fashioned on a neutral base encompassed with orange pastels, soft pinks and glowing hues of gold.

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There was an honest aim to rejuvenate and conceptualize body and beauty treatments and provide a positive escape for women.  The sculptured reception area has ample space for retail displays and a mini café.  Private treatment and VIP rooms include a hammam and relaxation area – thoughtfully positioned to consider acoustics.

The sunset state of mind is introduced at the beginning of the user journey, using dichroic film on mirror, cast along the front façade of the entrance. Abstract representations of cresting waves over a vast sea are highlighted with beams of light forming the backdrop of the reception. Presented by a counter, shaped with gentle curves in soft pink, the space welcomes each guest to a pathway leading to uplifting and adorning words showcased in neon lights that are framed by sunset-shaded orbs - an aesthetic space cultivated for photo opportunities and transformational reveals.

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The feminine curves of the ponytail hairstyle, inspired by the salon’s name and logo and is also a direct influence in the unique shape of the overall interior shapes and selected furniture throughout.  Hair styling stations are set apart with gracefully arched mirrors that allude to the windows of seaside homes. Artistic renditions of feminine facial features are highlighted in neon lights and distinctively placed to reflect in multiple mirrors from different angles, paying homage to the perception of natural beauty each person may distinctively carry.

Adding a value of depth by means of biophilic elements, they created privacy without sacrificing the open flow of each area. To truly capture nature throughout the space, a bold and effectively harnessed ceiling feature with integrated light beams, reaches across the space - a representation of the final rays of sunlight peeking through the clouds.

About Brand Creative

Brand Creative is an award-winning Design & Branding agency, established in 2011 by Carla Conte and Mohammed El Hijazi. The diverse team of disruptive thinkers is comprised of multi-disciplinary creatives with backgrounds in strategy, architecture, engineering, interiors and graphics. Our focus in retail, hospitality, corporate, beauty, wellness and the entertainment sectors has allowed us to create and refresh brands that are meaningful, innovative and successful. Being dubbed “brand space” strategists, our work has created engaging brands and interiors that build audiences, foster awareness, provoke thought and captivate audiences. We draw upon a global perspective combined with our local knowledge to curate spaces and graphics that are inspiring for users yet in line with our clients’ visions and needs.