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Ever since David Wagner shared his vision over lunch, I've been eagerly anticipating the Edina Juut Salonspa's relocation from York Avenue to David Fhima's old Louis XIII space at Southdale. The announcement arrived a few weeks ago, and I took a tour on Friday.
The move from Cub Foods strip mall to enormous three-story, glass-front sanctuary instantly upgraded the spa's visibility and convenience. That would've been enough to create some buzz. But what Juut has achieved in this new space is a brand facelift (Southdale got one in the process, too).
The moment I walked in from the mall's ridiculously crowded and competitive parking lot (which I will endure only to satiate an occaisonal PF Chang's chicken lettuce wraps craving), I ooohed out loud. Was I still in Minnesota? Could this really be Southdale? It felt more like a Malibu retreat, a glass house on the beach.
I'm told that Wagner's goal was to create a place for rejuvenation-- rather than relaxation. So, instead of mood lighting, soft music, and muted shades of green and beige, the new Juut is white and bright and modern. There are punches of color from orchids and glass art, and dark woods to soften the edges, but it's still rather cool. And I mean that in the best possible sense. It's not that often that I walk into a new store, restaurant, spa, and it takes my breath away. And I walk into a lot. Juut has achieved something special.
Beyond the eye candy, there are a handful of notable features: a beauty bar that will be used for demonstrations, like how to attach fake eyelashes or create a holiday up-do; WiFi for the 25 percent of customers who need to stay connected during their visit (why, oh why?); mini-manis for $20 while you wait; and a retail shop with Aveda products as well as select Russell+Hazel merchandise, and precious hair accessories from local artists.
But what of the services, and the daymaking? A couple of friends enjoyed massages the same afternoon I visited the spa (coincidentally, not covertly, though that would've been kind of neat). When we compared notes, their experience differed from mine. They didn't feel especially relaxed or rejuvenated because, unlike some spas, Juut doesn't have a locker room or spacious, quiet lounging area, away from all of the bustle. Instead, the small waiting area, as well as the treatment rooms, were just outside the mani/pedi room. So before, after, and during their massages, the girls listened to other people's conversations and activities. Not the best way to unwind.
Still, I'm looking forward to trying out Juut's new hot stone massage, or to taking a seat at one of the whopping 38 hair stations. I heart my Spalon stylist, but am not loving the two inches she lopped off my locks this weekend . . .
Posted on Monday, October 29, 2007 in Permalink
Comments may be edited for length, clarity, and appropriateness.
Reader Comments:
The storefront for the new JUUT does look amazing! Not so amazing that I will rush out to see and experience it, but I will definitely take a look next time I make my way out to Southdale. (Probably for a PF Chang's fix, as well.) It's disappointing to hear your friends' massage experience was sub-par, though. Hopefully there will be something other than aesthetics to rave about soon.
I heart Juut (I'm a regular in St. Paul) and the new location looks seductive.
I'm glad you enjoyed the new beauty offering for the twin cities. Sorry to hear of your friends having to hear the chatter of others in the spa. Sometimes that's difficult to control although we insulate the rooms, put solid doors in all rooms etc. sometimes it's not easy to contain the noise when people come in together or as a party. I know that this is not always the case in our new spa but unfortunatly it does happen in all spas occasionally. Can't wait to hear how you're experience is as a guest? We should do lunch again afterwards. We have some of the top talent in the country at this new location.
In beauty,
David Wagner
Owner/Daymaker
Juut Salonspas
Thanks for your insight, David. Noise level is challenging to manage in a place where people want to relax AND have fun. Regardless, I've received such great feedback about the new location, and am looking forward to experiencing it myself. Would love to have lunch - let me know when you're next in the Cities!
I thought I would give the new location a try and found it to be just as noisy, uptight, and unprofessional as the strip mall version. My massage was interrupted constantly by the chit-chat outside the room. I would find it difficult to believe we were there on the same day, so my conclusion is that the noise will always be an issue. I also was unimpressed with the snotty greeting at the front desk. I was really hoping that my experience in the new location would be as beautiful as their store-front looks. Not so. David, you need to get back in your salons and stop leaving the management to the kids.
Mimi, thank you for the feedback, it is helpful. We have recently made some remodels to our new space to eliminate the noise in the spa rooms from the Manicure and pedicure area so you should notice an immediate improvement in that area. I also acknowledge that one person greeting at our front desk can create an impression on our entire organization so I apologize for your experience and will let you know that the staff there do care and are more aware since your sharing your experience. As a side note on our management at southdale our most senior General Manager who has managed our St. Paul location for 15 years is now in Southdale so I expect your next visit to be what you expected from Juut. Again, thank you for your honest feedback, without it we would not be able to make the improvements as quickly as customer input allows us to do.
Blessings on your day,
David Wagner