SIR could only exist in Los Angeles. We've thought about why. It comes down to a few specific things this city does to a room and the people who work in it.
The light
LA light is honest. It doesn't flatter, it doesn't hide. The way we lit the room came directly from that — natural where possible, warm where not, and never the surgical fluorescent that makes most chain barbershops feel like a clinic.
Restraint
The best of LA isn't loud. The best restaurants are unmarked. The best clothes have no logos. The best haircuts read 'considered' before they read 'expensive.' We took that vocabulary seriously when we designed both the room and the cuts that come out of it.
Creative density
Within a few blocks of SIR are writers' rooms, design studios, casting offices, recording sessions. Our clients are making the work that defines what LA looks like to the rest of the world. That density is a privilege, and it pushed our standard higher than it would've been anywhere else.
The casual confidence
Nobody in LA needs you to know what they do. The default register is understated. That shaped the way we talk to clients in the chair — direct, easy, never the salesy energy of a shop trying to upsell its way to rent.
—SIR Management