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Madeline Hemingway and Michael Pollak admit that they have a certain groove they get into when they’re working together. They both work for Heyday, a brand of facial shops that offer skin care and facial services along with educating clients on taking care of their skin; Madeline is Director of Store Design and Michael is Chief Brand Officer and co-founder. When the two were looking to open their first location in Los Angeles — the other five locations are in New York — Michael made a serendipitous discovery.
“Michael was driving down Beverly [Boulevard] with his partner (who is also Heyday’s real estate broker) Nick Cowan, who’d been obsessed with finding a corner, auto-body style building – and saw the For Rent sign,” Madeline says. “They immediately saw its potential and inquired to see if it was available. The second Michael showed me the photos, I got so excited to transform the space! The corner lot, the covered patio, the parking lot, and great bones made it such an enticing location for our first shop in LA.”
Madeline and Michael got to work designing the new location and reconfiguring its layout remotely — not an easy task to do all the way from New York City. “Anticipating all the functional needs of the team and the flow of clients can be tough, even when you’ve done this before,” Michael notes. “We do our best based on what we know has worked or not – but each space is unique. Most people always say to live in your home for a bit before renovating, but when it comes to retail, you don’t have that luxury!” Regardless, the duo got in their groove and powered through the design and reno project quickly (opening in late July 2018), as the former auto body shop’s wide, open 3,200-square-foot space and lofty ceilings didn’t leave many surprises to uncover in demo.
The refreshed space is now awash in crisp white paint and fun painted tiles. “Since this was our first store on the West Coast, we wanted the design of the space to reflect a laid-back California attitude,” Madeline shares. “We used soothing colors that reflect the natural landscape of Southern California, like warm desert sand, water, and obviously lots of cacti. We like to create comfortable spaces with an edge to reflect the space’s origins.” They also commissioned local artist Steph Rager to create Heyday’s pièce de résistance: a stunning outdoor wall mural inspired by a coveted terrazzo flooring design.
It’s a California-cool and calm place to indulge in a little self-care. Scroll down to check it out! —Kelli
Image above: Mural artist Steph Rager shares, “We started with a brighter coral, mustard and teal but eventually dropped to dustier, more neutral versions of those colors. The actual painting itself took two days but the design process took a few weeks. I do all of my mock-ups in photoshop so we know exactly how the mural is going to look. Once that design is done and agreed upon, I like to work as quickly as possible to get things painted.”
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Will is the Executive Managing Editor at Feedster. Will and his team from Full Epic Lead Generation work with venture capital, marketing co-ops, and companies to attract and gain qualified leads.
His primary focus on developing a sales funnel for a company and finding out of the box / growth hacking style ways to convert and drive traffic.