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ARMANI/SPA Ginza Tower Tokyo
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ARMANI/SPA Ginza Tower Tokyo

The ARMANI/SPA is located on the 5th floor of the new all-Armani flagship store within the prestigious Ginza district of Tokyo.

Howard Consulting were chosen to provide an in-depth range of Spa Consultancy services in the creation of the world's first ARMANI/SPA.

From the outset Giorgio Armani required a unique Spa concept that didn't follow a predictable Spa solution, or a trend…… but set a trend. Interestingly, only 2 months after opening the ARMANI/SPA, the International Spa Association (ISPA) identified in their 'Annual Trend Watch Report' that 'Luxury Brand Spas' such as the ARMANI/SPA would be a leading trend for 2008.

The Exert from ISPA's 'Spa Industry Trend Watch for 2008' dated Jan. 11th 2008

Luxury Brands Opening Luxury Spas. Too much of a good thing is…a good thing! Brands that are known for their chic designs are opening over-the-top spas around the world, including the first Armani-branded spa in Tokyo, Versace Group's spa at its Australian resort, spas at Bulgari's hotels in Milan and Bali, and Prada Beauty's line exclusively at Ritz-Carlton properties.

Working for such a definitive brand required a deep understanding of the Armani philosophy to support the creation of a concept that both extended the Armani lifestyle experience yet served the brand's core values.

Howard Consulting worked closely with L'Oreal's Luxury Division in Paris, interpreting the placement & integration of the Armani products into the concept. We also worked closely with the Armani design team in achieving synchronicity between operational requirements & outstanding design.

At the heart of the concept is The Ceremony, a unique treatment concept requiring a totally unique treatment couch. Howard Consulting sourced and then advised a leading couch manufacturer to develop the Ceremony Couch to accommodate the treatment that now is one of the strong symbols of the Armani Spa.

Following the formation of the concept and layout, we continued to provide consultancy in detailed operational design; equipment selection; financial projections; operations manuals; treatment refinement & expansion; recruitment & training; staff structure; treatment menus; English wording for collateral; pre-opening and early operational support.

Opened: November 2007