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any Australians who grew up in the 1980s
remember how glamorous it felt to stay in a high
rise –it perfectly personified the ideals of a never-
ending holiday and the ‘more is more’ Gold Coast
lifestyle. Then on came the canal living in luxury
mega homes and the man-made aura of islands like Chevron Island
and tourists were coming in droves to the beachside paradise.
It wasn’t until the early 2000’s that the Japanese tourism slowed
down and the Gold Coast went into recession, an oversupply of
apartments and the closure of some of it’s key drawcards – the
magic coastline has definitely had it’s fair share of ups and downs.
Until now, it feels like it’s grown up, shaped up and sprung back on
the global map, just in time for the Commonwealth Games in 2018.
By pushing past the cyclical booms where developers created
a Southern Queensland playground with Venice like canals in a
Miami meets Palms Springs landscape, we now are promised a lot
more of a steadfast economy from the Gold Coast, not to mention
the year round sun.
While celebrating its 15th anniversary, Oscar Oscar Pacific Fair
has unveiled it’s 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 well worth the wait – the concept has exceeded
expectations and put it back on the map as one of the best shopping
precincts in the country.
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.
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 lu xury and as
a luxury brand the opportunities are
endless. The Gold Coast really has the
best of everything – we are su rrounded
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 lu xury 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 bespoke uxury 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 brand’s very successful
Robina salons, points of difference are only marginal. No matter
the salon Oscar says his guests are attuned to seeking out
personalized, particular and u ninterrupted services that deliver
the latest techniques across all salon ser vices.
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
global brands and with a refined brand philosophy, salon guests
can now fuse both high-end shopping and the ultimate hair
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.
“Subsequently it has experienced highs
and lows as it’s grown over the years.
Today I believe those times are over,
there has been a real shift – it really is a
cosmopolitan city that has its own style,
it’s own place in the sun. It’s vibrant,
exciting and exudes a real zest for life,”
Now the coast is rivalling the likes of
Sydney and Melbourne and in terms of
opportunity to really make your mark on
an international audience. Oscar references
Brisbane that has also experienced
significant growth. “Brisbane is like a
A flood of new luxury has hit the Gold Coast and the new
Oscar Oscar Pacific Fair salon is at its heart. With a spate
of new developments we are seeing a revival of the 1980s
glamour and its gregarious DNA, writes Cameron Pine.
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