Most men shave more than 20,000 times in their lives. For the average guy, that daily ritual amounts to little more than slapping on some lather from a can and scraping his face with a mass-produced razor.
The Art of Shaving, which was founded a decade ago in New York by the husband-and-wife team of Eric Malka and Myriam Zaoui, seeks to elevate that scrape into an upscale grooming experience by offering custom razors and aromatherapy-based skin-care products. In addition to stores of its own, the company is also planning to open shops in a variety of department stores.
“Our retail environments are just what are needed to drive men away from drugstores and into department stores to purchase shaving products,” says ceo Malka.
The company is putting that theory to the test on the ground floor of Marshall Field's iconic State Street flagship in Chicago. (Soon, of course, to become a Macy's store.) Its 225-square-foot shop was designed by Zaoui, the company's chief creative officer, in conjunction with Droese.Raney Architecture (Dallas).
“We wanted this location to share the masculine and elegant feel of our own stores, so we used classic dark wood fixtures, luxurious trimmings and warm colors,” explains Zaoui. The space also features a functional porcelain sink and a retro barber chair, both of which can be used for shaving demonstrations.
Client: The Art of Shaving, New York
Eric Malka, ceo
Myriam Zaoui, chief creative officer
Denise Parpard Harrison, vp, marketing
Architecture/Design: Droese.Raney Architecture, Dallas
David Droese, partner
General Contractor: Pepper Construction Co., Chicago
Fixtures, Furniture and Lighting: Pepper Millworks and Interiors, Chicago
Signage/Graphics: New Art Sign, Miami
Photography: Susan Kezon, Chicago