Netherlands Academia

Joico opens a new training facility in Europe
By Melissa Brazier

Name: Joico Europe Artistic Institute
Grand opening: Sept. 5, 2009
Info: joicoeurope.com
GM: Eric Kater
Breakdown: 32 staff, approximately 38,700 sq. ft facility that includes three meeting rooms (two can be used as small classrooms), one practical and one theoretical classroom separated by a moveable wall and a fully equipped kitchen and bar.
Brands: Joico, Senscience, ISO and Bain de Terre

Known for its picturesque landscapes and forward-minded culture, the Netherlands is also the new home to a major hairstyling community. Situated just outside Eindhoven, the largest city in the country’s southern region, is Joico’s new 38,700 sq. ft. educational facility, the recently christened European epicenter for Joico training and professional development.
Officially opening its doors on Sept. 5 with a major celebration of approximately 400 industry pros, including Joico GM Eric Kater, the facility’s main function is to motivate and inspire stylists, distributors and team members from across the globe. Although the concept is very modern and minimalist, Danielle Swartebroeckx, director of business development for Joico/Zotos Europe, Africa and the Middle East, and Kater also wanted the space to be very warm and welcoming, particularly since it will function as a meeting place for such a diverse group of people. “People fly or drive hours to spend days participating in educational programs with us. So we want them to feel at home and part of the environment,” explains Swartebroeckx.
Upon entering the facility guests are greeted at reception by a tailored personal message displayed on a large flat screen. An open-concept space with eight-metre tall windows, the reception area has at its centre a strategically placed open fireplace and comfy couch. Toward the back of the room there are additional lounge areas and a cleverly hidden kitchen for hosting lunch buffets or cocktail receptions. Adjacent to this elaborate front area is the Artistic Institute, which is divided into two main parts. The first is the practical classroom that includes a colour bar and consultation area, shampoo and treatment areas and a digital board for the educator running the class. The second is the theoretical stage area where educators can do look and learn demonstrations or host shows. The wall between these two sections is moveable, allowing seating of up to 100 people and transforming the first classroom into a model prep area complete with live feed of what’s happening on stage. A few of the programs Joico will offer at the new facility include trend collections, J-Cutting and J-Color, train the trainer courses, sales training and so on.
Swartebroeckx sums up best what this new facility stands for in five simple words: passion, love, commitment, dedication and pride.