Rolfs Brings the Inspiration, Glamour and Beauty of Milan to Phoenix

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Rolfs acknowledges that beauty salons are sanctuaries and escapes for clients to relax, unwind from daily stresses, and reinvigorate, re-energize and reinvent themselves. Rolf has created a serene new desert retreat in Chandler Foothills. The décor reflects a new direction at Rolfs and raises the bar for the entire beauty industry. The Foothills salon has been dramatically redesigned and modernized from floor to ceiling to celebrate Rolf’s new direction.

 

I sat down with Rolf Lohse, beauty guru and entrepreneur behind the new salon to get his thoughts and feelings on the redesign.

Interviewer: Rolf, is interior design a new chapter in your book?
Rolf: Most people know me for my skills in the beauty industry, but most people don’t know that if I hadn’t become a hairdresser, I would have gone into interior design and architecture. Hairdressing has always been somewhat of a hobby. I love making people feel beautiful on a daily basis. There is no greater feeling than transforming a client and watching them walk out the door feeling relaxed, invigorated, confident and beautiful. Through this new salon design I am able to set the tone and ambience to ensure that the client is the main focus once they walk through the door. Every inch of the salon and each salon professional is dedicated to serving to the customer, to nurturing them, and to transforming them into a new vision of themselves.

Interviewer: What was your inspiration behind the new design of Rolfs Salon at Foothills?
Rolf: Europe has always inspired my design taste; Milan especially with the timeless elegance of its architecture and people walking the streets. In Milan, old-world architecture peacefully co-exists with modern new design, and people have developed their own individual style without wearing “cookie cutter” fashion. I was inspired to recreate an individualized, modern, European sophisticated look for my clients. I want every client to walk away knowing that “their look” was created just for them.

Interviewer: Are you really bringing your favorite pieces of Europe to your salon?
Rolf: We live in a global world and it is important to be connected to one another. We must celebrate our diversity and embrace each other. We see the salon as a place to escape to another place, another time. We want to give clients the feeling that they could be in Milan, Paris, London or New York. The salon style is European, edgy and forward-thinking.

Interviewer: What elements of the design are used to transport clients to another place?
Rolf: There are elements of design which are new and unique, such as the etched glass and metal walls that glimmer and shimmer with light. Lacquer finishes, green accents and rich wood tones are used interchangeably to create elegant clean lines which are both warm and refreshing. The client feels soothed, nurtured, refreshed and invigorated by this new sophisticated atmosphere of beauty and fashion. She closes her eyes, and wakes up in Milan!

Interviewer: What is there about the new design which makes it unusual for a salon?
Rolf: One of the most unusual aspects of the design is the glasswork. The light picks up on the etched curves and angles in the glass, reflects and bounces off the walls. You feel like you are in a glass cocoon; very modern and hip, and also very warm and inviting.

Interviewer: Could you enlighten us on the salon experience of the client?
Rolf: The emphasis of the salon is on the experience, not the actual salon itself. We wanted it to be as far as possible from the normal salon experience. A typical salon has big stations, products everywhere, magazines throughout, hair on the floor and noise. Many salons are messy and cluttered. We don’t see that as very relaxing or nurturing. We want our clients to walk in and go immediately into a different mindset. Individual small stations, no clutter at the workspace, small shaded vanity lights which put the client in the best light, and expert well-trained stylists who assess each client individually to transform them into their vision of themselves, are all aspects of our salon which is unique. Clients feel as if they have been to an atelier in Europe where they are given individualized pampered treatment, rather than a salon experience.

Interviewer: In terms of the physical layout, how is that different from a typical salon?
Rolf: My salon is more intimate; there are spaces within spaces, so that each client feels as if they are not just a number in a large place.

Interviewer: That sounds very interesting; what type of reactions have you received in response to this?
Rolf: One of our long-time clients walked in and her eyes just popped! She was texting on her phone as she walked in and she looked up at me confused and asked “Am I in the right place?” I laughed and took her on a little tour of the salon. As we were talking, her stylist came up to us to bring her over to her appointment, and the client said, “Oh yes – I forgot I was here for my hair!” That is exactly the experience we want every client to have – the ultimate client experience.

Interviewer: How does the new design at Foothills reflect Rolfs as a brand?
Rolf: We have always envisioned the company as a platform to take risks, be innovative, and inspire the beauty industry. We get our inspiration from global influences and never compromise on quality. We believe in quality, not quantity. Our quality standards show in the rigorous and continuous education of the stylists, the individualized service we provide, our relationships with our clients, and the consistency of beautiful and exceptional results.

Interviewer: How do you think the new European design at Foothills will affect the way your staff approaches a client?
Rolf: The space is so elegant and new that it automatically changes the view and approach of the artist. The client is the star of the experience, and the stylist’s interaction with the client goes up several levels. Their conversation becomes more elevated; without any clutter, the client is the only focus; the client is the one who shines and is transformed. Stylists are proud of the environment they work in and realize that they have a career and not just a job. Their goals become one of nurturing, serving and transporting the client to another level.

Interviewer: Is this really a new and unique concept?
Rolf: Actually, we think of it as bringing the “salon” back to its historic roots. In the late 1600’s, Parisians would gather to have intellectual and stimulating conversations in their “salon.” A salon in Paris was the designated living room or parlor of a home. It was a place where people shared intimate thoughts and really connected to one another. Discussions revolved around literature, poetry, and writers. . . . and they were a celebration of thought. We believe the new Rolfs salon design and Rolfs experience presents a modern salon with meaningful, not trivial conversations and discussions.

Interviewer: So you won’t probably be discussing “The Real Housewives of New Jersey’s” latest fight and gossip?
Rolf: No, not at all. Our intent is to hold meaningful conversations, discussions and educate clients in our new modern salon.

Interviewer: You mentioned that you take risk to set an example in the salon and beauty industry. How is this new salon design a game changer in the industry?
Rolf: Many salon operators have tunnel vision – they care only about their space, their profits, and their immediate local environment. We want to create satisfied, fulfilled, happy clients. In order to do this we operate with a global mentality and expose clients to a bigger world than their local environment. This costs money and time for education, to constantly research and bring the latest and newest innovations to our clientele.

Interviewer: Please give me five words which describe the new salon.
Rolf: Sophistication. Glamour. Intimacy. Intelligence. Socialization.