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When EvelineCharles Salons & Spas launched a new branding strategy for the company, redesigning and remodelling their West Edmonton Mall location was at the top of the to-do list. The flagship store generates the highest revenue among all nine of the brand’s locations.

“Throughout the remodel, we considered every aspect of the EvelineCharles brand and the image we wanted to convey, says brand co-ordinator Suzy Kenny. “Historically, our salon and spa environments have been inspired by destination spas with Asian fusion-style decor. Now, from the moment a guest walks through the 10-foot glass and chrome doors into our remodelled store, the interior reflects our motto—‘Results driven beauty’— through high technology, reflective surfaces, textured walls and modern lighting. Our chic décor communicates our focus on quality and fashion.”