Retail design firm Design Forum took the shears to Great Clips Inc.’s existing store design, creating a new look for the Minneapolis-based salon franchisor that engages the consumer and reinforces brand initiatives. The new branding, merchandising, and design strategy was first applied to a store in a new strip center in the Minneapolis area.

“With our salons being primarily in strip center locations, it is difficult to put a new spin on what has been an economical and operationally sound design while maintaining a connection to our 2,400-plus existing salons,” said Thomas Schuenke, director of facilities and office services for Great Clips Inc. “As we approached this project, our goals were to make the salon feel more comfortable, improve operational efficiencies, and maintain our strong investment position.”

Design Forum made suggestions based on the retailer’s input about the salon’s concept and brand initiatives. “The design developed by Design Forum brings together elements of form and function that effectively addressed our goals,” said Schuenke.

Better Use of Entry and Waiting Space

A primary design challenge was to make the long, narrow space more functional and appealing. The check-in, waiting, and payment areas and merchandise displays were immediately inside the entrance in the previous design. In the new design, devoting more square footage to the entry space gives it a more open feeling.

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In the waiting area, a media wall carrying Great Clips’ brand proposition hugs seating in the round. A flat-screen TV plays content for all family members including movie trailers, music video clips, Great Clips hairstyle tips, and sports headlines.

“There was a perception of negative dwell time, so we used the design to alleviate that while building the brand and better promoting their products,” said Scott Smith, senior vice president of design and planning for Design Forum.

With the improved merchandising, waiting customers are exposed to Great Clips products, which are displayed with stylish posters and product information. The two-station check-in/payment counter was moved deeper into the space and backed by a curving service menu board with marketing messages. Interactive technology will give customers the option to check themselves in during busy times.

Softer, More Functional Stations

The regimented arrangement of the salon stations was softened with curving details on floor and ceiling to create a more inviting, dynamic space. The salon station fixtures and partitions were redesigned to be more operationally efficient while supporting promotional product and service messaging.

“In the previous design, the dividers were made out of nylon sail cloth. We wanted to evolve beyond that nautical theme, but leverage the brand equity,” said Smith. The new partition design bridges old with new by using semi-translucent panels with an energized graphic and color pattern that is triangular and reminiscent of the sail. The new detail maintains a sense of privacy, but gives the store a fresher look and an updated personality.

The back of the store, previously a dead zone, is now a focal anchor that highlights the underleveraged shampoo/perm area. To gain more space for front-end customer amenities, the shampoo stations have been converted into multifunctional units, reducing the overall number of stations. The accent-colored rear wall also serves as a prominent brand reminder—“Relax, You’re at Great Clips.”

Broader Appeal

Overall, the new prototype appeals to a broader clientele with warm maple fixtures and sage green, slate blue, and terra cotta colors. The design provides a positive, motivating brand experience that connects with customers on their terms and encourages return visits.

Founded in Minneapolis in 1982, Great Clips has more than 2,400 salons in 120 North American markets.

Dayton, Ohio-based Design Forum offers strategy, research, design, branding architecture, procurement, and implementation services with offices in Detroit, London, Los Angeles, New York, Paris, and San Francisco. Design Forum is part of Interbrand, an Omnicom company.