While celebrating its 15th anniversary, Oscar Oscar Pacific Fair has unveiled its exclusive new West Mall salon–right in the heart of the state of the Art $670 million redevelopment of the Coast’s most known centre – once the most glorious, it was in need of a revamp and it was worth well the wait – the concept has exceeded expectations and put it back on the map as one of the best shopping precincts in the country, writes Cameron Pine.
Stepping foot into the new Pacific Fair is more than impressive – evolving from a purveyor of leading brands to a true luxury destination with a more city-meets-coastline aesthetic. Pacific Fair has long helped shape the economy of the area and if the new centre is anything to go by – the Gold Coast is booming.
We’ve seen the gold bikini-clad meter maids come and go, the humble beach motels be replaced with marble-clad luxury residences and the entry of the some of the world’s leading luxury brands to the new Pacific Fair.
“The Gold Coast has really come into it’s own of late – just like the Oscar Oscar brand now with 15 salons Australia wide – the GC is a hive of activity and it’s really exciting to see the landscape constantly re-imagined,” Oscar said.
“It is no wonder we are still one of Australia’s fastest growing cities – a city that is synonymous with luxury and as a luxury brand the opportunities are endless. The Gold Coast really has the best of everything – we are surrounded by beauty, our pristine coastline, our stunning hinterland and our truly cosmopolitan city,” he said.
With a focus on delivering a premium brand experience from their three luxury Gold Coast destinations, if development success continues we will no doubt see more salons to the Oscar Oscar fold in future. The new salon is welcoming existing guests but is also tapping into a new market.
“We are right where we need to be right now. We are concentrating on delivering a premium service from our three carefully selected locations. Typically Pacific Fair enjoys more of the tourist dollar than neighboring salons – it’s a centre that really puts the Gold Coast on the map,” he said.
“It’s a burgeoning market full of people who love to look good and truly value beauty,” Oscar said.
The luxurious new 24-chair salon features a premium fit-out, complete with six-star finishes and the famous Oscar Oscar ‘retreat’ basin area – taking the renowned Oscar Oscar Salon experience to another level of luxury for the Gold Coast’s savvy hair consumers.
“Our business is all about people and good people are the cornerstone of what we do,” Oscar shared. “We’ve worked very closely with Redken and other brands to make this a reality and let me tell you that this salon door is everything.”
In terms of differentiation from the brands very successful Robina salons, points of difference are only marginal. No matter the salon Oscar says his guests are attuned to seeking out personalized and uninterrupted services that deliver the latest techniques across all salon services.
Pacific Fair was the first salon the Oscar Oscar brand opened on the Gold Coast in 2001 and 15 years later the brand has without a doubt – reset the benchmark. Surrounded by such luxury brands and with such a refined brand philosophy salon guests can now fuse both high-end shopping and the ultimate hair experience.
When the salon first opened Oscar says the Gold Coast was a bit of a well-kept secret. It had a relatively small-town feel that spread down the coastline joining Surfers Paradise to Coolangatta.
Now the coast most definitely rivals the likes of Sydney and Melbourne and in terms of opportunities to really make your mark to an international audience. Oscar references Brisbane that has also experienced significant growth. “Brisbane is like a country town that has become more of a substantial city in the last 10 years. Sydney has got its own style as more of a media city, whereas Melbourne has a style of more of a cultural city. The Gold Coast has developed its own flavour and has everything to offer and more,” he said.
“Oscar Oscar has grown steadily and organically over the last 25 years and we will continue to do so. We will always remain true to our ethos and that is, world class salons and luxury services from the best stylists and colourists in the business,” said Oscar Oscar General Manager, Anne-Marie Mason.
“2017 will continue to be an exciting year as we continue to invest in our people and ensure we create an environment that fosters creativity, fun, excitement and continual learning,” she said.
Creating such a strong brand for Oscar is just as much about thanking his invaluable General Manager Ann-Marie Mason, the newly hatched Gold Coast Pacific Fair crew, the family at L’Oreal Professional products division including Redken, Shu Uemura and Kerastase as well as his wife Portia – for their continued allegiance.
“We have a very successful salon at Robina, an amazing salon at Versace and I have no doubt this salon at Pacific Fair is going to be a salon of epic proportions,” Oscar said.
“Our business is all about people and good people are the cornerstone of what we do. We’ve worked very closely with Redken and other brands to create a hairdressing experience like no other. Let me tell you this salon door is everything,” Oscar said.
As with all Oscar Oscar salons, an intimate and opulent surrounding is created through both lighting, marble finishes, a relatively monochromatic colour palette and premium fixtures and fittings. This salon is also one of the first to feature an incredible hair image almost the entire length of the back wall, created by Paloma Garcia – owner of the Oscar Oscar Paddington salon. Supportive brands and in-salon rituals from Shu Ueumura, Kérastase, Aveda and colour brand of choice Redken 5th Avenue NYC which Oscar said is ‘the best colour on the market hands-down’, complete the salon experience that needs to be seen to be believed.
High ceilings and a sense of space and luxury really set off the new salon above its peers as a destination for the ultimate experience, but also the ultimate environment for a hairdresser to work in.
Recently published in an article on smh.com.au, Oscar Cullinan was labeled the high school drop out with an empire that now reaches between $25 and $30 million a year. “Our industry is fun, joyful, but it’s a crazy industry,” Oscar said.
Observing the significant changes with how the hairdressing business is now driven by social media and celebrity. “When I started out it was very much one particular look that dominated the scene and everything had that look. Now people are pulling a multitude of looks depending on who that particular influencer is,” Oscar said.
First opening in Brisbane in 1989, Oscar Oscar salons span 15 locations across Brisbane, Sydney, Melbourne and the Gold Coast.
For more information visit oscaroscar.com.au