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Neetu Saini, PID22219 Project Title : Ancient wisdom in modern syntax, future of salons City Name : Gurugram, Haryana Typology : Salon

Site Area : 3000 square feet or 278.70 square metres

Introduction “Given the growing awareness for self-grooming and the increasing social media savvy consumer base demanding to meet benchmark beauty standards, the salon industry in India is seen as booming in the recent past” (Bureau, 2021) The salon industry in India has faced exponential transformation in the last three years, a phenomenon intricately linked to the country’s economic liberalization, shifting lifestyles, and the infusion of data-driven advancements (Godhawat, 2023). These changes have not only articulated the physical spaces of salons but have also modified the very essence of what a salon represents in Indian society. Moreover, the influence of Western beauty trends, spread through globalization and cultural exchanges, has played a pivotal role in shaping the salon typology and the evolving preferences of salon-goers. In this context, this paper delves into the dynamic interplay of these factors, offering a comprehensive exploration of the fourth generation of salon design in the Indian context. This research seeks to unveil the interconnectedness of economic, lifestyle, and data-driven forces in the radical reshaping of the salon industry in India. Furthermore, it aims to underscore the profound impact of Western beauty ideals on the evolution of salon typology and the shifting preferences of salon patrons (Mckay et al., 2018) . The transformations that this paper uncovers, not only reflect the evolving beauty landscape but also hint at the broader societal shifts in India as it traverses the complex terrain of globalization, modernization, and cultural fusion.

1G: Understanding the typology of a salon in (1990 to 2000) With the economic liberalization policies of the early 1990s, India’s economic landscape underwent a substantial overhaul (Panagriya, 2004) .The burgeoning middle class, accompanied by increased disposable income, led to significant shifts in consumer behavior, spurring a burgeoning demand for personalized grooming and beauty services. Until 1991, no foreign brands were allowed to import in India. The economic reform in 1991 changed the view of beauty and hair care in the Indian context with international brands importing to India and taking their share in the market. The Indian beauty industry of the early 90s also started growing rapidly because of the increase of women entering the workforce. Many housewives turned entrepreneurs, started running service oriented business like tailor shops, hobby classes, tuition classes and salons from their homes. The participation of women in non-traditional professional jobs had a slow start but continued to grow, giving them a new reason to dress well and use cosmetics as a part of their daily routines.

1G (1990 to 2000): Understanding the typology of a salon in 1990s IDENTIFYING AND ANALYSIS OF A SPECIFIC HYPER-LOCAL URBAN INTERIOR TYPOLOGY:SALONS

• The Indian beauty industry of the early 90s started growing rapidly • Increase of women entering the workforce.

1990s:

• Slow start of the participation of women in non-tradition-

Separate salons for

al professional jobs • Cosmetics a part of their daily routines

men

• Restriction on import of foreign cosmetic brands till 1991

and

• The economic reform in 1991, international brands im-

women

porting to India and taking their share in the market.

• One of the first global brands that established itself in 1990s:

the country was Revlon. • Following this, the Indian beauty industry spurred the

Foreign

rise of international brands like L’Oreal, M.A.C., May-

brands tried

belline and Clinique in the 90s and 2000s. Since then,

to capture

many other international brands entered the Indian mar-

Indian

ket, and continue to do so every year.

market,

• Shahnaz Hussain promoted her herbal products in the

New aspirations

market

for beauty

Early 2000s:

• Dermatologists started marketing their clinics for cosmetic procedures, projecting that doctor assisted procedures are better. • Celebrity hairstylist, and third generation barber, Javed Habib started his salon

Documenting salons that emerged in 1990s, primary research and survey

Fig. 1 Salon at Old Gurugram Bus Stand, established in 1959

Fig. 2 Salon at Railway Station Road, established in 1993

Fig. 3Anjum Beauty Parlour, Salon in sector-15, established in 1988 4

1G:Observations Key Observations are as follows: • Very basic amenities were initially provided such as haircut, hair wash, hair dye and face massage services. • These salons only used local products and brands but eventually started incorporating imported products. • Focus was on developing customer relationship and not much money was spent on marketing and infrastructure

Interview results After conducting some local surveys and talking to the owners of some of the oldest salons in the city, here are 3 key findings: • Shehnaz Hussain is a fine example of a strong and inspiring female figure from that era who started a salon business from her own, glamorized and commercialized her herbal salon products, proving that it is possible for women to turn a salon like service into a profitable business.

Fig. 4 Shahnaz Hussain and her products https://rb.gy/7ahdw • There was a clear segregation of salons on the basis of gender, as women were not comfortable sharing the same space with men.

Fig. 5 Typical female and male salon in 1990s https://www.alamy.com/stock-photo-india-rajasthan-jodhpur-barbers-shop-34319784.html

Fig. 6 Aishwarya Rai wins the Miss World title in 1994 https://www.hindustantimes.com/lifestyle/fashion/on-aishwarya-rai-birthday-a-look-back-at-the-brilliant-answer-that-won-her-the-missworld-1994-crown-101667273167846.html

2G: Understanding the typology of a salon in (2000-2010) The onset of lifestyle liberalization in the 2000s, particularly in places like Gurugram, reflecting broader urban trends, has brought about changes in beauty and grooming standards. These evolving standards have been heavily influenced by Western ideals and global exposure, sparking a demand for more sophisticated and westernized beauty treatments. In 2003, doctors started providing beauty treatments and used local radio to promote it. One such popular brand that emerged during this time is Kaya Skin Clinic. It provides high end and doctor assisted, dermatological treatments (Dogra, 2008).

Dogra, S. (2008a, December 31). Fate of medical dermatology in the era of Cosmetic Dermatology and dermatosurgery. Indian Journal of Dermatology, Venereology and Leprology. https://ijdvl.com/fate-of-medical-dermatology-in-the-era-of-cosmetic-dermatology-and-dermatosurgery/ 6

many other international brands entered the Indian mar-

Indian

ket, and continue to do so every year.

market,

• Shahnaz Hussain promoted her herbal products in the

2G: Understanding the typology of a salon in (2000-2010) market

New aspirations for beauty

Early 2000s:

• The shift of the beauty industry is also reflected in how it has pushed its way towards shade-inclusivity, instead

Early 2000-

of the nationally preferred fair skin tone, which was the

2010: Separate

norm back in the 80s. • Brands like L’Oreal, Lotus, and Sugar Cosmetics have

salons for

picked up on inclusive beauty by expanding their foun-

men

dation range to cater to very dark skin tones, too.

and

• Salons started providing Bridal salon services

• Salons started adopting franchise model and partnered

women

2010: Franchise

with multinational brands. • Salons running on this franchise model has seemed to

model pro-

stand the test of time and have managed to upscale

moting in-

their business

ternational products

• While domestic players were promoting natural and

herbal products in 2000s, their market shares were very low as people preferred international brands over Indian

2006 & 2014:

ones.

• Herbal

• It was not until 2006, when Patanjali took over the mar-

products

Documenting salons that emerged in 2000s, primary research and survey

Fig. 8 Geetanjali Salon in Galleria Market, established in late 2000

Fig. 9 Parul Garg makeup studio, established in 2005

2G:Observations Key observations are as follows: • Salons started in Delhi in late 80s, established franchise models in Gururgram. • Franchise salons had scope for growth and focused on providing a comfortable experience through its services and interiors. • Investment in Interiors was made to bring in customers and market their services through word of mouth.

2G:Interview Results Key observations are as follows: • Salons started in Delhi in late 80s, established franchise models in Gururgram. • Franchise salons had scope for growth and focused on providing a comfortable experience through its services and interiors. • Investment in Interiors was made to bring in customers and market their services through word of mouth. After conducting some local surveys and talking to the owners of these salons in the city, here are 3 key findings: • Salons focused on improving interiors. • Franchise based salons adopted global products such as Loreal • Improved interiors and international products, made services in salons, expensive

Fig. 10 Interior of salons, established in late 2000s Indian actresses started promoted international products. • People also showed a fondness for herbal products like patanjali but they were never used in franchise salons as it didn’t cater to brand identity and did not have a global appeal at that time.

Fig. 11 Loreal Paris and Patanjali Products

3G: Understanding the typology of a salon in (2010-Present) The typology of salons established between 2011 and 2022 underwent a profound evolution, reflecting the changing demands and preferences of consumers in the digital age. One notable aspect was the significant enhancement of salon interiors. Modern salons prioritized aesthetics and ambiance, creating inviting and Instagram-worthy spaces that not only provided top-notch services but also a memorable experience. These establishments integrated global treatments, offering a diverse range of beauty and grooming services influenced by international trends. Moreover, the use of advanced machines and equipment for skin surveys became increasingly prevalent, allowing for personalized and data-driven beauty solutions. The surge in at-home salon services, facilitated through smartphone apps, marked a significant shift in the industry. This innovative approach, enabled by the rise of data liberalization, allowed consumers to book professional beauty services with ease, right from the comfort of their homes. The impact of data liberalization was particularly evident in this trend, as it empowered salons and on-demand beauty service providers to collect and utilize customer data effectively for tailored recommendations and marketing strategies. As a result, the salon typology during this period can be characterized by a fusion of excellent interiors, globalized beauty treatments, cutting-edge technology, and the convenience of at-home services driven by data-driven insights, all contributing to a dynamic and customer-centric beauty landscape (Ahuja, 2023).

Ahuja, ayush. (2023, July 24). The future of Beauty Tech: Emerging Technologies poised to transform the salon industry. Times of India Blog. https:// timesofindia.indiatimes.com/blogs/voices/the-future-of-beauty-tech-emerging-technologies-poised-to-transform-the-salon-industry/ 10

products

• While domestic players were promoting natural and

herbal products in 2000s, their market shares were very low as people preferred international brands over Indian

2006 & 2014:

ones.

• Herbal

• It was not until 2006, when Patanjali took over the mar-

products

ket that the country accepted herbal products and do-

• Govt. es-

mestic brands again. Further, ITC industries also joined

tablish

among the top players of the country.

Ministry of

• Goverment established Ministry of Ayush to promote

Ayush.

and support ayurveda education and procedures

• Salons started adopting a niche based model, where

2014-Present

specific services like nail and eye lashes studio

• Niche ser-

emerged. • Salons also started investing in improving the quality of interior design for better customer experience.

vices • High end interiors

• High end Salons started incorporating ayurveda products and treatments

Present : Separate Brands like Kama Ayurveda started promoting ayurveda treatments and products,

salons for men and women

Documenting salons that emerged post 2010, primary research and survey

Fig. 12 Looks Salon in South Point Mall, established in 2023

3G:Observations Key observations are as follows: • Salons now focused on developing instagram worthy spaces that also helped in their marketing. • High end salons preferred context of a mall for their target audience as the price of services are high and people with dispensable income can only avail it. • Salons now function on a pre-book model while also allowing walk-ins for quick treatments like haircuts. • Salons started having spa services incorporated within the space such as body massages and body treatments. • At home salon services are also available and can be booked via apps like Urban Company

3G: Interview results

• Customers that walk in, avail 3-4 hours of salon services and consider visiting a salon now, a part of a ritual that promotes wellness. • Salon services are now also about how one feels after a service and not just how one looks. • People are understanding the power of Ayurveda and often ask for traditional massages, hair oil treatments and skin treatments such as a mud face pack.

Conclusion In conclusion, the evolution of salon typology in India from the 1990s to the early 2020s reflects a fascinating journey influenced by a myriad of socio-economic and cultural factors. The transformation of salon interiors over these decades has been a testament to the changing expectations and desires of the Indian clientele. Initially, in the 1990s, the economic liberalization policies ushered in an era of growth, introducing foreign brands and altering perceptions of grooming and beauty care. The early salons focused on providing basic services, but they gradually integrated imported products and emphasized customer relationships. The 2000s marked a significant shift, driven by lifestyle liberalization, which saw a growing demand for sophisticated and westernized beauty treatments. Franchise-based salons began adopting global products and enhancing their interiors to create a more comfortable and upscale experience for customers. The beauty industry saw a significant expansion, and the impact of international beauty standards and products became more pronounced, ushering in a new era of beauty care. Finally, in the early 2020s, salon typology underwent a radical transformation, focusing on creating visually appealing and Instagram-worthy interiors. The integration of advanced machines and personalized beauty solutions, along with the convenience of at-home salon services via smartphone apps, marked a customer-centric approach. Data liberalization played a vital role in empowering these changes, allowing salons and service providers to gather and utilize customer data effectively. Today's salons are not just about appearance but also promote a sense of well-being, offering a holistic experience. As India continues to traverse the complex terrain of globalization and cultural fusion, its salon industry remains a reflection of these dynamic societal shifts, perpetually adapting to meet the ever-evolving demands and preferences of its diverse clientele. This speculative analysis of the fourth generation of salon design offers valuable insights into the industry's continuous transformation, laying the foundation for further innovations in Indian salon interiors and shaping the future of the beauty and wellness sector in the country. In the years to come, one emerging typology within the salon industry in India could be Ayurveda-based salons. This shift is aligned with the global trend towards holistic well-being and the resurgence of traditional wellness practices like Ayurveda and yoga. Ayurveda, with its emphasis on natural and holistic treatments, has gained popularity not only in India but also in the Western world. People are increasingly turning to Ayurvedic principles to address their well-being, promoting a more balanced and sustainable approach to health and beauty (Vashisthaa , 2022). As the West has begun to appreciate Ayurveda and yoga as integral components of a holistic lifestyle, Ayurvedic salons in India have the potential to cater to a growing segment of health-conscious clientele. These Ayurveda-based salons can offer a unique blend of traditional healing therapies, natural and organic products, and personalized wellness consultations. The emphasis on natural and time-tested remedies aligns with the global movement towards clean beauty and holistic wellness. Ayurveda salons can provide an escape from the urban hustle and bustle, offering an oasis of tranquility, relaxation, and rejuvenation. Their emergence reflects the broader shift towards a more harmonious, balanced, and nature-oriented approach to beauty and well-being, in line with the evolving demands and preferences of the contemporary consumer. It can provide an escape from the urban hustle and bustle, offering an oasis of tranquility, relaxation, and rejuvenation. Their emergence reflects the broader shift towards a more harmonious, balanced, and nature-oriented approach to beauty and well-being, in line with the evolving demands and preferences of the contemporary consumer.

Vashisthaa , V. (2022, April 30). India as the emerging hub for Global Wellness and Ayurvedic treatment. Times of India Blog. https:// timesofindia.indiatimes.com/blogs/voices/india-as-the-emerging-hub-for-global-wellness-and-ayurvedic-treatment/ 13

Understanding the context of Gurugram through history

SUMMARIZING THE EVOLUTION OF SALONS IN GURUGRAM FROM 1990s- PRESENT ECONOMIC

LIFESTYLE

DATA

LIBERALISATION

Home Grown Brands and Female enterpreneurs in salon business

1990-2000:

Rise of Franchise models , Professional salons and celebrity hair stylists

Ayurveda gets support from government schemes and herbal products take over the market

2010-Present:

2000-2010:

4G In 4TH Generation of Salon Spaces, Ayurvedic Salon can emerge where beauty and wellness go hand in hand. It encompasses cosmetic and grooming services along with treatments,diet consultation and FnB related to one’s Prakriti. Instead of having a cuboidal layout where all services other than waiting room are private, in 4TH Generation, display of an Ayurveda treatment and services becomes the product and magnet that attracts people.

RTICLES

LAYOUT-FIRST DRAFT-PROCESS SITE CONTEXT: CITY CENTRE MALL, MGINITIAL ROAD, GURUGRAM

SITE CONTEXT: CITY CENTRE MALL, MG ROAD, GURGAON

SIS OF UPCOMING INNOVATION IN THE SKIN CARE INDUSTRY

ND IDENTIFYING TYPES OF TREATMENTS FOR 4G PROGRAM

AREA PROGRAM

SCHEMATI

• PRODUCT DISPLAY: 4.37X3.58=7.95 • HAIR CARE, HAIR AND FACE=5.72X3.15=18 • RECEPTION: 3.3X4.93=16.269 • WAITING AREA: 1.7X4.11=7.35

The site is currently being used by Burger King. It shares its rear wall with the mall and is• accessible from a 6 metre wide open to air HAIR CUT: 7.3X4.93=35.98 • AYURVEDA CONSULTATION:11.4, R=1.9 promenade and has direct access from metro station for pedestrians. This mall is know for it’s ethnic stores making it a prime location for • AYURVEDA TREATMENT ROOMS: 3.50X3.62 (X2) =12.67 a neighbourhood level Ayursalon. • SAUNA: 1.43X2.7=3.861 • STORE: 1.4X1.2=1.68 • WOMEN’S WASHROOM:3.82X3.4=12.98 • MEN’S WASHROOM=3.82X3.4=12.98

Mood Board and overall material scheme MOOD BOARD

PLAN

FLOOR MATERIAL BOARD

VITRIFIED TILES MATTE FINISH: WASHROOM AREA

INTERLOCKING TILES FOR TREATMENT AREA SUB FLOOR FOR RADIANT HETAING AND COOLING SYSTEM, ISNTALLED IN FLOOR

SEAMLESS VINYL WOODEN FLOORING FOR HAIR STYLING AND MAKEUP AREA

CERAMIC TILES FOR MANICURE AREA

MICROCONCRETE FLOORING FOR SHOP FRONT

Front elevation

View of site from across the street

Plan

Exploded Isometric View Reference images

Sarkanda Craft ceiling Element Split Bamboo Ceiling a wood ribbon made using Steam Bending and Kerfing Method Gypsum Wall Locally sourced Jute and timber, sliding folding door Post treatement meditation and locker space

Radiant Heating and cooling system installed in the floor

3D Views

Retail Area During Day Time-Product display panel-Front The 4th generation salon typology places a significant emphasis on retailing Ayurveda products, tapping into the rising demand for natural and holistic beauty solutions. The salon will curate a diverse range of Ayurvedic products, providing clients with access to authentic and effective remedies. This space has a feature wall with sun and moon symbol and two rotating panels on side. During the day the pannels works as the backdrop to display products. At night the two pannels revolve and work as Led screens for advertisements.

Retail Area During Night Time-Product display panel-Front Skin analysis and product test area behind Product display panel

Hair styling and makeup area

Post treatement mediattion and Locker Room

Treatement Room with Shirodhara Oil stand

Concept development ZONING

RADIANT HEATING AND COOLING SYSTEM

VRV SYSTEM

RADIANT HEATING AND COOLING SYSTEM WITH DEHUMIDIFYER AND MECHANICAL VENTILLATION

VRV SYSTEM

interlocking floor tiles for repair work

Concept development-iterations

AYURVEDA SALON ITERATION 1

AYURVEDA SALON ITERATION 5

SHOP

SHOWER STAFF MEN STAFF ROOM

DRY PANTRY

GENDER NEUTRAL WASHROOM

STAFF ROOM

WOMEN DRY PANTRY TREATEMENT ROOM 2 MEDITATION ROOM

MAKEUP STUDIO TREATEMENT ROOM 1 HAIR TREATEMENTS

SHOP

HAIR TREATEMENT

SHOP

SHOP CONSULTATION CONSULTATION

NAIL STUDIO

MAKE UP STUDIO

HER

L AL BW

WAITING AREA

PRODUCT DISPLAY

FACE TREATEMENTS

RECEPTION

6M WIDE PROMENADE

GREEN BELT

NEETU SAINI, PID22219

GREEN BELT

NEETU SAINI, PID22219

Concept development-iterations

AYURVEDA SALON ITERATION 3

AYURVEDA SALON ITERATION 4

SHOP

SHOWER

GENDER NEUTRAL WASHROOM

STAFF ROOM

DRY PANTRY

GENDER NEUTRAL WASHROOM

STAFF ROOM

TREATEMENT ROOM 2

HAIR WASH

DRY PANTRY

TREATEMENT ROOM 2

NAIL STUDIO NAIL STUDIO MEDITATION ROOM

MEDITATION ROOM

TREATEMENT ROOM 1

SHOP

HAIR TREATEMENTS HAIR TREATEMENTS

CONSULTATION

FACE MASSAGES AND MAKE UP FACE MASSAGES

RECEPTION

6M WIDE PROMENADE

GREEN BELT

NEETU SAINI, PID22219

GREEN BELT

NEETU SAINI, PID22219

Understanding Ayurveda-research

Bibliography • Salons expected to resume growth trajectory despite emergence of at-home services. (n.d.). Indian Retailer. Retrieved October 13, 2023, from https://www.indianretailer.com/article/whats-hot/trends/salons-expected-to-resume-growth-trajectory-despite-emergenceof-at-home-services.a6869 • Personal care industry is undergoing a transition, next 10 years will be disruptively innovative. (n.d.). Indian Retailer. Retrieved October 13, 2023, from https://www.indianretailer.com/article/fashion-beauty/trends/personal-care-industry-undergoing-transition-next-10-years-will-be • Mckay, A., Moore, S., & Kubik, W. (2018). Western beauty pressures and their impact on young university women. INTERNATIONAL JOURNAL OF GENDER & WOMEN’S STUDIES, 6(2). https://doi.org/10.15640/ijgws.v6n2a1 • Dogra, S. (2009). Fate of medical dermatology in the era of cosmetic dermatology and dermatosurgery. Indian Journal of Dermatology, Venereology and Leprology, 75, 4. https://doi.org/10.4103/0378-6323.45212 • Ahuja, A. (n.d.). The future of beauty tech: Emerging technologies poised to transform the salon industry. The Times of India. Retrieved October 13, 2023, from https://timesofindia.indiatimes.com/blogs/voices/the-future-of-beauty-tech-emerging-technologiespoised-to-transform-the-salon-industry/ • Vashisthaa, V. (n.d.). India as the emerging hub for global wellness and ayurvedic treatment. The Times of India. Retrieved October 13, 2023, from https://timesofindia.indiatimes.com/blogs/voices/india-as-the-emerging-hub-for-global-wellness-and-ayurvedic-treatment/

Ancient wisdom in modern syntax, future of salons A visionary journey into the next decade of salon evolution in Gurugram, where the 4th generation salon typology is set to redefine beauty and well-being. This project, meticulously crafted through extensive research and visionary insights, envisions a holistic sanctuary within the bustling heart of Gurugram at the DT City Centre mall. Seamlessly blending ancient Ayurvedic wisdom, cutting-edge technology, and regional craftsmanship, this Ayurvedic salon promises a transformative experience that transcends traditional notions of beauty. At the core of this revolution is a profound commitment to Ayurveda, as the salon boldly steps into the realm of retailing authentic Ayurvedic products. This strategic move responds to the escalating demand for natural and holistic beauty solutions. Clients will have access to a curated selection of Ayurvedic remedies, creating a unique marketplace within the salon walls. But this venture goes beyond skin-deep beauty, introducing an in-house Ayurveda doctor to provide personalized consultations and treatments, ensuring that each client’s journey is one of both beauty and holistic well-being. In a departure from conventional salon practices, this visionary space integrates cutting-edge face analysis equipment, ushering in a new era of client engagement. By harnessing the power of technology, the salon aims to tailor services based on individual skin and wellness needs. This personalized touch extends to consultations with the in-house Ayurveda doctor, creating a bespoke experience that fosters a deeper connection between the salon and its clients. The interior concept is designed to harmonize with environmental considerations and local aesthetics. The space is thoughtfully divided into zones, blending air-conditioned and non-air-conditioned areas seamlessly. Product displays at the forefront captivate the eye, inviting clients into a world of Ayurvedic wonders. The Ayurveda treatment area, hair cut and make up area adorned with local Sarkanda craft, pays homage to Gurugram’s rich cultural heritage. Radiant heating and cooling systems enhance comfort during massages, creating a haven of tranquility linked to the main HVAC system.At the end of the treatement, customers are offered a guided mediattion in a tranquil space through audio headsets and poetry of light. A concious attempt has been made to include the regional craftsment and craft (Sarkanda craft) in this project. The incorporation of Sarkanda craft not only adds a touch of authenticity but also serves as a bridge between the modern salon experience and the cultural tapestry of Gurugram. This intentional fusion immerses clients in an experience that not only rejuvenates the body but also celebrates the roots and traditions of the region. In conclusion, this Ayursalon is not merely a salon; it is a destination that transcends the ordinary, offering a harmonious blend of Ayurvedic principles, technological innovation, and cultural sensitivity. Located strategically within the vibrant DT City Centre mall, this Ayurvedic spa stands as a trailblazer in Gurugram’s ever-evolving landscape of beauty and well-being. Through interior design, this project is a celebration of self-care, cultural richness, the boundless possibilities of holistic wellness and intriguing nature of speculative studies.

Ancient wisdom in modern syntax: Future of Salons