Treadwell

Inspired by the shift in perception of the standard for men’s grooming in our modern society, the design of the flagship store will represent the
diversity, fluidity and evolution of the definition of masculinity while simultaneously creating a welcoming environment for men of all ages.
Freedom of expression and ebb-and-flow are articulated throughout the interior architecture and design of the space. This is achieved by
incorporating organic curvature and contouring of the walls and ceilings while minimizing “typical” elements of masculinity in favor of strong,
yet refined, finishes and fixtures that will appeal to a broad spectrum. By maintaining a minimalist environment, the inhabitants are allowed to
add depth and character.
This uncontrived, yet stylized, minimalism will convey the authenticity of the brand, its products and services.
Each client has unique preferences when it comes to how they want to experience their allotted time for self-care. We have created a
layout that allows all customers to be at their optimal level of comfort while curating their own unique and immersive experience.
Immediately after entering the space, their senses will be engaged with a gradient of stimulations; the crisp smell of products atop black grid
shelvings line either side of the main entry hall greeting visitors, guiding them towards the reception landing and through a monolithic arched
threshold.
Behind the reception desk, the dynamic grooming area ebbs & flows under arched partitions, intermittently floating below an extended
height ceiling. Clients seeking chair-based services can be ushered towards the radial cutting floor while direct access is provided from the
reception area to other spa-like amenities; the massage area, changing rooms, pedicure / IV drip station, and exam rooms which provide
placidity to clients seeking more of a spa-like-experience. If you’re lounging and waiting, coffee and drink services are provided from the
beautiful bar and lounge space which helps carry forth the spa-like atmosphere.
The overall interior design aesthetic marries the branding and concept to convey a cohesive design intent, felt in every detail. Bridging
minimalist materiality with optimal functionality, Treadwell will be a clear expression of innovation for the men’s grooming industry.