IIDA Perspective - Fall/Winter 2017 - 52

INSIDER INTEL | What's Next

The SPA Experience

The treatment room design in the 'Awili Salon and
Spa at Andaz Maui, Wailea, Maui, Hawaii, USA,
was influenced by the island's beauty rituals.

INDUSTRY QUICK TAKE:
Greg Keffer, AIA, LEED AP, partner, Rockwell Group, New York,
New York, USA
PERSPECTIVE: What movements are currently driving spa design?
GREG KEFFER: It's important that the design of a spa reflects local

"

On an
experiential
level, we
want to
celebrate
the rituals
and create
meaningful
connections
to wherever
the spa is
located-or
create an
oasis that
represents
an escape.

"

-Greg Keffer, AIA,
LEED AP

customs, materials, and the essence of the place. On an experiential level, we
want to celebrate the rituals and create meaningful connections to wherever
the spa is located-or create an oasis that represents an escape. The 'Awili
Salon and Spa at Andaz Maui [Wailea, Maui, Hawaii, USA] wanted to offer
treatments influenced by Hawaiian beauty rituals, which take advantage
of the abundance of indigenous plants, flowers, and food. Rockwell Group
developed an interior based on this concept of a traditional apothecary. In
the spa's lobby, custom walnut and bronze millwork inspired by antique
library card catalogs serves as storage for herbs and products. And a central
consultation table with bar-height seating provides an area for staff to
prepare customized spa treatments, remedies, and teas in front of guests.
PERSPECTIVE: Why is it important to have a strong story that
connects the spa design to the rest of the hotel?
KEFFER: People are more interested in visiting hotels and spas that capture

the authenticity of each location than in having a design experience that
they've already seen. It's important to do extensive research to uncover the
inherent story of the client, space, and context-and then create a narrative
that tells the story.
PERSPECTIVE: Is there a region that's thriving in spa development?
KEFFER: Riviera Maya and Tulum, Mexico are really booming with new luxury

projects. Both areas are easily accessed and offer visitors beautiful beaches, great
food, and amazing resorts. Spas are fantastic amenities in this locale due to many
of the resorts being somewhat remote, and the clientele have longer capture time
than other destinations that are more tightly located.
PERSPECTIVE: Do you have any pet peeves in spa design?
KEFFER: We've been trying to stay away from over-used Asian motifs,

such as bamboo or raked stones. Individuality is critical in architecture
and design. -Emily Brooks

52

perspective

iida.org/perspective

Checking Into
Spa Numbers
The spa industry
is booming.

184
million

The number of spa
visits in the United States
in 2016-up from 179 million
visits in 2015.

$154.6
billion

The estimated
value of the spa industry
globally by 2022.

39%

of the market share
is held by Europe,
followed by Asia-Pacific
and North America.
Source: 2017 Medical Spa State
of the Industry Report; Global Wellness
Institute; International SPA Association's
(ISPA) U.S. Spa Industry Study;
Spa Services Market - Global Opportunity
Analysis and Industry Forecast, 2014 - 2022
http://www.iida.org/perspective
Table of Contents for the Digital Edition of IIDA Perspective - Fall/Winter 2017
