Context

My Place is a minimalist, urban beauty salon in Cluj, defined by a calm, relaxed and quietly cool aesthetic.

More than a salon, it positions itself as a place to feel at ease — a place like no other.

The brand already had a clear identity. The focus was on translating it into lived experiences within the space.

The challenge

The challenge was to move beyond services and create a more personal, immersive atmosphere.

To turn the salon itself into a brand experience.

The work

LURA supported My Place across in-salon experience and selected moments of digital expression.

The work included in-salon communication design (flyers, price lists and service materials), creative direction for a curated in-salon retail and community event, art direction for brand moments within the space, and light social media content aligned with the brand’s visual language.

The focus remained on atmosphere, intimacy and consistency — shaping how the brand is felt, both in the space and online.

Outcome

My Place strengthened its identity as a space defined by vibe, not noise.

A brand experience that feels personal, considered and recognizably My Place.

Services

Art direction · Brand experience design · Visual communication · Print design · Brand care

Gallery