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MYSTERY SHOPPER


WHAT’S THE SCORE? Ease of booking


Facilities


Cleanliness/maintenance Staff


Experience/treatment Value for money Overall experience


9


7.5 8 8 7


6.5 7.5


While I was guided by many staff


throughout the first part of my journey, post-treatment I was left in the lounge without further instruction. At fi rst I rather liked wandering around the space, though in time I felt as though I’d been forgotten. Furthering the lack of communication, no one mentioned the thermal suite and I got the impression that I should pay extra for it. So, when I came across an automatic slid- ing door that led to the bathing experiences, I felt as if I’d gained access to something I wasn’t supposed to and only had a quick look round. In that time, however, I did notice that the thermal area was well laid out. Aſt er fi nding the locker area, I changed


and waited. Again, no staff and no other guests. In fact, I didn’t see another person from the time the therapist escorted me to the lounge post-treatment until I checked out. I made my way to the reception area, where Betty again magically appeared and was lovely. T e execution of the check-out process reminded me of the purchase process in Giorgio’s Italian clothing boutiques – com- plete with the receipt being presented in a beautiful heavy-weight Armani envelope.


RIGHT TO REPLY Jason Harding, general manager T


hank you for the feedback on the experience at Armani/SPA. T e Armani/SPA col- lection is based on the principle that allows us to create a sequence of treatments to fi t the time you have. T e treatments available in Armani/SPA are MU, LIBERTÀ,


and FLUIDITÀ, which are available for 50- or 80-minutes for the face, body, or through a massage. Body scrubs at the Armani/SPA fall under Armani/SPA Essential Touches, which allows our therapists to carry out 25-minute sequences to focus on specifi c areas, sepa- rate from your actual personalised treatment. T e Armani/SPA upholds high standards of cleanliness within its facilities and we can assure you that the used towel and leſt over tea and fruit were an oversight. We apologise for any inconvenience caused and look forward to providing all future customers with the spa ultimate experience.


72 Read Spa Business online spabusiness.com / digital


T e next Armani Hotel & Spa will open in Milan, Italy, towards the end of the year Designing an Armani Spa


While Armani’s fi rst spa in a hotel opened last May, the original Armani Spa launched in late 2007 at Tokyo’s Ginza Tower – the 12-storey Armani megastore. Neil Howard, founder of UK-based


Howard Consulting, was involved in both projects. He helped to develop the concept, treatment menu and functional design. T e spa at Ginza Tower, he explains,


was the smallest, with three unique domed treatment rooms and an ‘east meets west’ signature ceremony – com- prising shiatsu, T ai and acupressure techniques – plus facial and massage rituals. T e design in Dubai, however, included many more elements (see p70), which had to fi t into a larger, but longer, ship-like space. “It was tricky but Emaar


[the developers] looked at all possible lay- outs to get the best – and most sensible


– outcome,” says Howard. T e consult- ant also worked with suppliers to create bespoke items including a shower walk, rather than an experience shower, with warm to cool mists and an ice fountain by T ermarium; and a large, comfortable treatment couch by Oakworks. Howard is now working on the next


Armani Hotel & Spa which is set to open in Milan by the end of 2011. T e spa will consist of six treatment rooms, a mani- cure/pedicure area, a relaxation lounge, plus a hydropool and Technogym gym. “Meeting and presenting to a legend


such as Giorgio Armani has been a high- light of my career to date,” adds Howard.


“It was a privilege and I found him to be a gentleman and very agreeable.”


Aftercare


Rather than featuring row on row of prod- ucts, the retail off ering included only a few items displayed tastefully next to an orchid on a single long shelf in the reception area. T e spa staff were not well trained in the fi ne art of retailing. No one tried to sell me


T


anything and although I had made a note to purchase something – the smell and tex- ture of the products used in my service were gorgeous – the thought had slipped quickly from my mind by the time I leſt .


Summary


In theory, the custom-crafted treatment approach is a great idea, but in order to live up to the marketing message the therapists need to be better trained. In the UAE, how- ever, training issues are signifi cant, as staff must be brought in from outside the country. A multi-cultural team that eff ectively caters for a world-class clientele requires vigorous, on-going coaching and this is diffi cult to accomplish here, or anywhere in the world for that matter. Overall, this was a pretty typical spa expe-


rience – Armani has showed that it struggles with many of the same issues that other spas do. But, it’s Armani, so I want and expect to be wooed, wowed and delighted by unexpected surprises. Please Armani, make me enjoy investing in your spa experience the same way I enjoy investing in your clothes. ●


SPA BUSINESS 3 2011 ©Cybertrek 2011


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