Designer(s): Susan Narduli, AIA, Roberta Weiser, AIA, Managing Principal, Su Addison, RA, Project Architect, Antonio Lopez, Technical Consulting Architect, Designers: Brigitte Lena Coleman, Sounia Gmira, Gamynne Guillotte, Brigitte Kouo, Paola A. Newman, General Contractor: Hinerfeld Ward, Inc, United States
Category: Signs, Exhibits and POP Displays, Professional
About the Artist
LOCATION: 1542 2nd Street, Santa Monica, CA,
DIMENSIONS: 7,500 sf,
DATE OF COMPLETION: 2009,
CLIENT: KPSS, Inc.
Studio 1452 – the West Coast headquarters for the KMS and Goldwell hair care brands - is a project about beauty, its creation and perception.
The project is located in a 1920s masonry structure within a busy retail district of Santa Monica. It represents a first for the parent company, KPSS. It is the launch site for a new business model that brings together three functions in one space: Hair Salon, Training Academy and Corporate Offices. It also represents the prototype for a branding approach that positions their two very distinct product lines in the same location.
The branding, graphics and retail display design is woven throughout the project. The view from the street presents a composition of layered imagery and graphics meant to be both inviting and informative. Once inside, the spaces are designed to communicate KMS and Goldwell seasonal marketing campaigns and evolving product lines.
We were asked to create a framework that would unify the company’s two brands within a cohesive identity. A flexible, scalable retail cabling system supports display shelving, lighting, and graphic panels. Custom-mounted LCD monitors are integrated throughout the public and private spaces, providing opportunities for communication, training, and branding. Large scale imagery and text are woven into the spaces - a narrative superimposed on the architecture, making it accessible and personal.