Case Study:
Aveda Institute

A cut above: A company applies Its nature ethic to Its newest training center.

By Penny Bonda, FASID

Photo © Eric Laignel

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KEY PARAMETERS
High density tenant gallery and training space,
Washington, D.C.
GROSS SQUARE FOOTAGE: 16,500 ft2
COST: $2.5 million
COMPLETED: August, 2005
PROGRAM: Retail, classrooms, lounges, training areas

TEAM
OWNER: Aveda Corporation
ARCHITECT/INTERIOR DESIGNER: Envision
ENGINEERS: Metropolitan Engineering, Shapiro (MEP); Thornton Tomasetti (structural)
ACOUSTICAL AND AV CONSULTANT: Polysonics Corporation, DMX Music

SOURCES
OFFICE FURNITURE: Knoll-Reff Systems Furniture
CHAIRS: Herman Miller Aeron chairs
LIGHTING: Philips ALTO
TRANSLUCENT PANELS: 3form
DRAPERIES: Knoll Textiles
FABRIC PANELS: Maharam
ACOUSTICAL CEILING TILES: Armstrong
PAINT: Pittsburgh Paints and ICI Dulux
FLOOR: Forbo Flooring and Mountain Lumber Company
CARPET: Milliken
GYPSUM BOARD: USG Corporation CABINETS: Chesapeake Plywood

The “aveda experience” involves carefully crafted products, stores, concepts, and salons to further its brand. It is not surprising that the company, known for its use of organic ingredients, biodiversity protection, and a values-based business model, would strive for environmental excellence at its newest cosmetology school, the Aveda Institute in Washington, D.C. “Our goals,” according to Jan Tribbey, Aveda’s vice president of interior design and merchandising, “are to develop new practices for teaching and serving clients within a state-of-the-art facility and to use higher standards for environmental design than we’ve ever used before.” For that, Aveda turned to Envision, a Washington, D.C.-based design firm well known for its green interiors. Despite their extensive experience, principal Ken Wilson and project manager Ann Ardery confronted some unusual challenges. “We are always excited when a client approaches us with an interesting sustainable project,” says Wilson. “It’s a hair salon but also a school, combined with a retail component with very specific requirements. We needed to get it all to work in a challenging space.”The Institute, located in a dense urban area in a mixed-use building, can be entered through a small retail store at street level or via another retail area on the second level. A dramatic Modernist staircase connects the two. The designers strove to provide a logical sequence of treatment areas for the customers, while separating classrooms and student functions not open to the public from the hair and skin care salons. In addition, openness to and visibility from the staff offices was essential since students are highly supervised.

The primary cosmetology areas, with a total of 72 styling stations, are busy, active spaces dominated by large windows and 18-foot ceilings. Envision, working with the standard Aveda station design, floated gypsum-board-faced pads to define the ceilings and allow the power supply to come from overhead coiled extension cords. The mechanical system, which is controlled via central management and handles the heat generated by dozens of hair dryers, is self-contained with 17 water-cooled units that serve the various areas and are zoned based on the space usage. The speed of the outside air supply fans is controlled by C02 sensors located throughout the space.

Aveda’s image strategy—a modern, minimalist aesthetic combined with an artistic use of materials—is shown in Envision’s selection of a textured wall panel behind the reception desk. Made from layers of solid wood strands laminated with a polymer resin, the material adds interest with minimal construction. The custom light fixtures in the stairwell are also striking and unexpected. According to Tribbey “we like to bring some artistry into the space with unique furnishings and artifacts from around the world that reflect the cultures where we source our ingredients. Connecting to indigenous cultures while residing in the world of fashion and beauty might at times seem contradictory.”

The project is expected to achieve LEED-CI certification, perhaps at the Silver level. Highlighted strategies include a lighting power density reduction of more than 15 percent below the required standard, high efficiency plumbing fixtures, a 15-year, long-term lease, power utilities paid directly by Aveda through tenant submetering, and a significant percentage of salvaged, reused, rapidly renewable, and regionally sourced materials. The project represents Aveda’s first foray into LEED recognition, another example of the way the company connects a heartfelt sense of responsibility, both environmental and social, with the worlds of beauty, wellness, and service.

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