Few activities are more relaxing and rejuvenating than going to the spa for a massage. However, you often have to choose between affordable discount chains that don't offer many bells and whistles or high-end spas and hotels that overcharge for treatments.
That's exactly why Drybar founders Alli Webb and Michael Landau partnered up with their former VP of marketing, Brittany Driscoll, to create an entirely new massage concept called Squeeze. "As avid massage goers frustrated with the current options, we created the brand and experience we each longed for and believe is missing from the marketplace," Driscoll, Co-Founder and CEO of Squeeze tells MyDomaine.
What they longed for was a seamless, personalized experience, and that's exactly what they created. It's a high-end luxury spa experience without the hassle or the hefty price tag (massages start at just $39). As for eliminating hassles, Squeeze allows you book, pay, tip, and review all in a simple app to ensure that your actual massage experience is as relaxing as possible.
"Squeeze is a completely fresh approach to a way better massage experience," Driscoll explains. With the brand's technology, you can also personalize every aspect of your experience through the app. Choose your preferred pressure, products, and areas to focus on before you even step inside the room.
"Massage is such an important component to everyone’s self-care routine and if it’s not, it should be," says Driscoll. That's another reason why Squeeze was such an important project for her and co-founders Webb and Landau. It can lower blood pressure, promote muscle relaxation, improve circulation, strengthen the immune system, and even benefit posture and sleep, according to Driscoll.
"Squeeze will be the ultimate relaxation destination," she says. That's why, along with the high-end experience, Driscoll and her team have focused on creating a soothing interior space designed by Drybar architect Josh Heitler. It's meant to feel warm, inviting, and relaxing.
"Like Drybar, which sought to break the ubiquitous hair salon mold of a long line of chairs facing mirrors, Squeeze’s design moves away from the impersonal collection of endless doors and hallways to a series of individualized treatment pods," Driscoll explains. According to her, the service rooms are like jewelry boxes, as they have protective wood-paneled exterior walls to insulate the interior spaces. Additionally, guest stations will include a place to comfortably change, store belongings, and customize their environment.
As for Driscoll's vision for Squeeze, she hopes it will become the number one feel-good destination and remedy for mind, body, and soul. "At its core, Squeeze is a feel-good company, and my hope is that our impact goes far beyond our four walls," she says.
Look out for the new massage concept to open its first location in Los Angeles in early 2019.