The nail salon is a place where beauty is created. Its space design and brand strategy evolve with the ever-changing aesthetics of the times.
MOC DESIGN was invited to rebrand HAIYI NAIL systematically. The overall planning and design of the brand image focus on the changes of the current era and environment. It aims to retain the current customer groups while targeting at the younger customer groups by making bold changes. The creative concept of “Feather” symbolizes freedom and beauty. Its implementation is the subtle combination of imagination and reality. A refreshing brand is felt through the graphic visuals, engaging spatial experience and humanistic aesthetics.
A graphic visual system derived from different skin tones
For the visual design of the brand, MOC DESIGN adopts fonts in a more simplified style, giving a neutral and elegant visual impression. In terms of colors, a color scheme is finely drawn from the foundation colors for women with different skin tones, which establishes the quality of inclusiveness and elegance.
▲色彩系统概念，Concept of color system
An optimized layout of “metamorphosis”
The project locates in the Mixc World Shenzhen, a trendy commercial landmark in Shenzhen. The mall gathers high-end merchants and high-quality customers. But the site itself is a big challenge – a long strip with a width at 4 meters, nearly 1/3 of the area is rigidly designated as a fire escape. This means out of a total space of 90 square meters, only 60 square meters are usable.
To break away from the oppression and discomfort in a long and narrow space, the designer changed the closed wall into a hanging wall, with the gradient glass at the bottom bringing out the transparency and breathability of the closed space while fulfilling the need for privacy.
The mother-like cocoon space eases the sense of distance for customers. The tilting revolving door serves as a brand guide while subtly separating the window area from the waiting area.
▲具有包裹感的茧形外观结构，The hugging cocoon-shaped façade
▲从入口处看向室内，Looking into the interior from the entrance
▲倾斜的旋转门呈现出友好的姿态，The tilting revolving door is friendly and engaging
The poetic feathery look
The wisdom of creation in nature is often inspiring. The white feathered swan has long been a totem of elegance and beauty in human culture, and is a classic fashion icon in modern commercial society. The concept of this project is derived from the swan’s feather – the swan likened to the goddess and the feather symbolizing women’s nails and skin.
▲橱窗区以永生植物绘制“渐变的羽毛”主题背景，结合唤起女孩童年回忆的定制秋千，营造独特的自媒体传播打卡点。The window area is decorated with immortal plants to achieve the theme of “gradient feather”. It’s also combined with a custom swing that evokes a girl’s childhood memories. It’s created to be a unique Instagrammable spot.
The lightweight and whirling form of feather is abstractly blended in the space design. The color system of foundations for women with different skin tones is refined into a low-saturation color scheme. Both attributes help to create a comfortably hugging space experience.
▲橱窗和空间色彩，Window and space colors
▲羽毛般的渐变百叶分隔了橱窗与等候区，Feather-like blinders in gradient colors separate the window and waiting area.
The arched and curved elements run through the interior space, from the curved reception desk in white artificial stone finish, to the feather-like arched partition stretching to the nail painting area. The panels are in colorful lacquer. Together with the soft lighting and closable blinders, it creates a warm shelter for customers.
▲弧形的墙体将视线引入室内，The curved wall visually leads to the interior
▲基于场地条件限制，摈弃了传统的美甲桌，并替代以更为舒适的休闲按摩椅。Due to the constraints of the site, the conventional manicure table is replaced with a more comfortable massage chair.
▲隔断帘隐藏于彩色隔断后方，满足顾客私密性需求。The curtain is partly hidden in the colored partitions to fulfill customers’ needs for privacy.
▲羽毛状的墙面皮肤细节和白色肌理漆回应了空间概念。Feather-like wall details and white texture paint respond to the space concept.
In contrast to the mainstream colors of red and pink for space for women, MOC DESIGN incorporates the independent thinking on “what’s the contemporary beauty for women” into the branding evolution, breaks out of the box and injects more emotional commonality. It is hoped that the rational and delicate space, rooted in reality and growing with creativity, can accompany the growth of its clientele and accommodate target groups from moms to daughters.
设计单位：MOC DESIGN OFFICE
Project name：HAIYI NAIL, The Mixc World Shenzhen
Design company：MOC Design Office
Chief designers：Wu Xiuwei, Liang Ningsen
Design Team：Hu Qiao
Design phase：June-September, 2020
Location：4th floor, The Mixc World Shenzhen, Shennan Avenue, Nanshan District, Shenzhen
Main materials：Terrazzo-like tiles, white texture paint, Dupont artificial stone