Hawking Massages With a Social Purpose, Lifehood Is a Wellness Spa That’s Peak L.A.
Channeling California cool with a ’70s bent, this spa has all the "it" factors—from healing crystals to VR experiences.
Los Angeles wellness lovers will be familiar with The Now, a collection of massage studios whose soothing interiors—think exposed beams, wood surfaces, milky textures, lanterns, and cactus galleries—have exploded on Instagram. Now, founder and former fashion designer Amy Krofchick is on to her next venture with a concept called Lifehood, which offers elevated, affordable express massages—but with a "social purpose."
Similar to how The Now was a response to healing from loss—Krofchick’s husband passed away in 2011, and her cofounder’s father passed in 2009—Lifehood aims to bring higher meaning to the wellness industry, delivering a complete healing experience that engages mind, body, and soul.
"We are a social purpose company based on the principles of kindness, gratitude, and paying it forward," says Lifehood founder Amy Krofchick. A circular design motif—evident in round lights, rugs, mirrors, and an archway—represents how kindness spreads.
Elizabeth Daniels
"Among the incredibly valuable life lessons learned from my personal tragedy was that along with the hard knocks, there is a trove of kindness out there, and when one person receives a kind act—big or small—there is a therapeutic effect, a nurturing that should be at the core of modern wellness," says Krofchick. "After further investigation, I came to learn that there is a similar positive benefit for those who initiated those kind acts. Kindness benefits those who give and those who receive."
The primary color palette, which privileges red, blue, green, and yellow tones, "is rooted in the childlike, human instinct to be kind and open," says Krofchick. "The color also reflects our love of everything California—ocean, sun, foliage, sunsets, and sunrises."
Elizabeth Daniels
Located in the Culver City shopping center Platform, the 1,600-square-foot Lifehood balances sophistication with whimsy with circular entryways, indigo rugs, canary-toned tile, and low boucle chairs. Inspired by California in the ’70s, the interiors were overseen by designer Brigette Romanek, who has worked with the likes of Beyonce, Jay Z, and Gwyneth Paltrow. Circular design details represent an ecosystem of kindness, while vivid, primary colors evoke a childlike sense of openness.
Krofchick describes the look as "Cali chic" with an infusion of ’70s spirit.
Elizabeth Daniels
See the full story on Dwell.com: Hawking Massages With a Social Purpose, Lifehood Is a Wellness Spa That’s Peak L.A.
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