A Luxury Beauty Revolution with HesseKleinloog Studio’s Toast & Co Glow Up
The Toast & Co experience is a sensual journey into luxury well-being. When the much-loved brand found itself ready to launch a third store in Johannesburg, their evolution had to be more than growing up — it had to be a ‘glow up’ that was still authentic to the brand’s name and reputation. HesseKleinloog Studio shared the vision and, soon, LXX Sandhurst joined the Toast & Co beauty revolution.
For the third branch of Joburg’s blossoming self-care institution, Toast & Co wanted to upgrade their look, entering an evolution of their existing brand. It needed to raise the bar while remaining true to the Toast experience. With a variety of offerings available once guests walk through the doors, the design also had to be considerate of everything from executing the signature mani and pedi to displaying their budding retail section.
Feminine without the fuss
Perfectly located in the luxurious new LXX Sandhurst centre in the heart of Sandton, the task at hand for HesseKleinloog Studio was toconvey the ethos that the brand embodies: in an era of quick-over-care, Toast & Co earnestly focusses on their customers. The designteam took inspiration from the fact that the staff know their customers not only by name, but also by nail colour. This birthed theunderpinning concept of ‘All the right frills, all the right fuss’, which perfectly captures Toast & Co’s approach – it is a feminine space,but it’s not fussy.
The space is designed to accommodate the busyness of life, without compromising on considered care for each customer. Playing into the neighbourhood-centric location, HesseKleinloog wanted the design to be familiar and friendly as per the brand’s overall essence, but still be a welcome change from the other branches, namely Craighall and Bird haven.
Minimum space, maximum function
Minimising the fuss, despite being a refreshing take on a salon environment, brought a challenge of its own — fitting all the needs of the salon into a compact space. The mere 120 m² needed to accommodate treatment rooms, pedicure stations, a mani bar, retail section, and an accompanying changing room. Albeit a challenge, the design team were guided to success by the overarching theme of ‘less is more’. A bonus to this spatial situation was that the windows could bring natural light into the main salon, offering a vast view over the tree tops for customers to embrace during treatments
Added to the design is the genius of the more than 100handmade tassels on the reception counter, executed withelegance by co-owner Karen Levell. All the lighting andfurniture were custom-made for Toast & Co, furthering thebespoke experience that the salon offers. From the simplemuslin wrapped ‘urchins’ to the delicious oversized pedicurechairs made from individual foam roll with eccentric stripedpiping, the space is a wellness-seeker’s delight.
Toast & Co’s latest evolution is more than just a new location— it’s a statement. With HesseKleinloog Studio’s thoughtful design, the brand’s signature precision and effortless luxury have been distilled into a space that feels both fresh and familiar. This beauty salon goes beyond expectations to act as a sanctuary where luxury meets care, proving that a true ‘glow up’ is all about balance — between indulgence and intention, between style and substance
Photography by Elsa Young
This article is an extract from our February issue. Read the full issue here.
