An innovative concept store & hair salon
Con Calma


Iván, an interior designer, and Noel, a stylist, decided to embark upon an entrepreneurship together and set up, in an old carpentry in Chueca, an innovative hairdresser that was also a clothes store for women, which they named “La cabeza bien amueblada”. The location and decoration was special, and the hair salon was very different, but they lacked a clear conceptual thread, especially with respect to the store, which was insufficiently defined and not made the most of.

From the very beginning, they defined their target audience as Bohème Bourgeois (BoBo) women, who make an effort to consume only local and sustainable products, while cultivating a personal, individual, and unique style, without worrying too much about what is in fashion. They represent a new form of luxury that’s organic, experiential, committed, natural, and guiltless.

The location of the hairdresser & store in the Chueca neighbourhood in Madrid, which is a symbol of freedom and openness, and has many innovative commercial initiatives, required creating something unique.

The opportunity was clear: we needed to articulate a central concept and express it through all the means at our disposal with care, honesty, and a slight touch of rebelliousness, to ensure that it reached their target audience.

We made sure to rescue the values behind “La cabeza bien amueblada” that the clients most appreciated: the pampering, the care, the feeling of security, the exquisite and absolutely personal treatment. With this in mind, the idea was to create a new concept store departing from the central idea of hollistic wellbeing—a store that will sell products chosen with care for clients who wish to give themselves a treat, or who need a present for someone. At the same time, we wanted to create a hair salon concept that was less harmful to the environment and more beneficial to the clients’ health.

“What differentiates us from other apparently similar initiatives is that we have a clear focus on our clients’ wellbeing, where this is understood holistically: we want them to feel beautiful, to take good care of their hair’s health, to spend some time just focused on themselves, to relax and be surrounded by meaningful objects that allow everyday moments to become extraordinary experiences, while at the same time respecting the environment and adding value to our society. All in all, we wanted to create a unique experience full of little details.” 

In a world that has become a slave to urgency and speed, this new concept also proposes rediscovering the value of time. The clock genuinely and honestly stops when one enters the renovated premises, which they have renamed, as could not have been otherwise, ConCalma, Belleza & Bienestar.


Strategic analysis

Definition of the brand’s identity and positioning