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Featured Salon: Midoma

Posted on April 5th, 2013 by Natasha

The owners of Midoma, Marianna Ranieri-Schwarzer and Michael Schwarzer, have created a great space for inspiration where you can view great artwork and come out with a new hair look. In New York City’s Fashion District, this open loft salon uses its bright, minimalist space as a contemporary art gallery switching out the featured artwork monthly. Learn more about Midoma salon and gallery in our interview!

BANGSTYLE: How long has Midoma been around?

MIDOMA: We started Midoma back in 2000 on New York’s Upper East Side and moved to our current location in the Fashion District in 2010.

BANGSTYLE: Can you tell us a bit about the owners? Prior experiences in the hair industry?

MIDOMA: Midoma was founded by Marianna Ranieri-Schwarzer and Michael Schwarzer – Marianna originally from Syracuse, New York, has a theatre/performing arts, retail and salon/spa management background. She is now head of salon operations and main curator for the Midoma Gallery and Boutique. Michael is originally from Nürnberg, Germany and has worked in London, Munich and Tokyo, and has been active in the hair industry since he was 15. He holds the Midoma Salon Creative Director title. Both arrived in NYC in 1992 and started working together a short while later in New York City’s 1st Aveda Concept Salon.

BANGSTYLE: What inspired you to open your own salon?

MIDOMA: After working together for 6 years, it seemed to be a very natural continuation. We seized the right opportunity and opened our own space.

BANGSTYLE: What is the vibe and décor like?

MIDOMA: Midoma is perched on the 7th floor above bustling 8th Avenue in midtown Manhattan. There is a stark contrast between the hectic energy on the ground and the peaceful, bright open space our clients enter. The minimal, industrial space serves as a perfect frame and allows for  anything displayed in the space to be the focal point. To maintain a constantly fresh look, all artwork and fashion items rotate on a monthly basis… Midoma also provides a safe work environment by excluding and or minimizing hazardous chemicals such as Formaldehyde, Thioglycolate, Ammonia etc…

BANGSTYLE: What kind of client experience do you like to create?

MIDOMA: Well, mainly, we try to insist upon people taking the hour and a half, they most likely deserve for themselves. We encourage them to stop, unwind, unplug. Who knew that closing your eyes for the duration of a scalp massage and shampoo would be seen as decadent? People say they are over worked and under-compensated, yet by being so accessible, we have undermined ourselves. It’s so nice seeing people just relax, and since they aren’t on their phones, making those calls that really can wait another hour or so, it allows everyone else in the room to relax as well. Win/ Win.

BANGSTYLE: How do you incorporate art into the salon space?

MIDOMA: Our prior Upper East Side location was a ground-floor, narrow space, with a cement floor and a combination of red brick, white brick and white cinder block walls. We had a nice storefront window and a few smaller windows in the back of the space, so lots of wall space allowing the art to envelope us. We so desperately wanted to be closer to the galleries in Chelsea and amongst the designs of the Fashion District. Our wish came true in 2010 with our current 7th floor loft space in the heart of the Fashion District, with a specially designed wall which runs the length of the space, now enveloped by 13 windows! It takes on a different personality with every show, and so remains an inspiration to the staff and clients alike, especially when the sun sweeps across it like a spot light following its star.

BANGSTYLE: How do you come across the artists to feature?

MIDOMA: When we first started, we placed an ad, and since then, many have come through word of mouth, either through our clients, or designers, or other artists, of course. Every two months, Marianna meets with several and books them within the lineup based on passion, content, skill level and like-ability. She knows how to pick them. One moved his things out of MIDOMA and into the Brooklyn Museum, another can now be found in the gift shop at the MOMA, and others have been commissioned by our salon clients, with one artist even traveling as far away as Paris to get the job done!

BANGSTYLE: Who or what inspires your work?

MIDOMA: Everywhere we look and everything we see. Our senses are overwhelmed and our appetites insatiable. Even work, inspires other work, styles, inspire other styles. Having said that, we all have our mentors, such as Vidal Sassoon, Trevor Sorbie and Anthony Mascolo to name a few.

BANGSTYLE: What is Midoma known for?

MIDOMA: Unprecedented care from all three departments. We are a lifestyle choice. Where else can you have true hair professionals guide you into a sassy, healthy, vibrant color and style, have a suit tailored for you, while commissioning a piece of art? All of this is done at competitive pricing, by individuals who truly want the customer happy in the end.

BANGSTYLE: Do you specialize in any type of looks in particular?

MIDOMA: Like the seasons change in New York, so do trends in fashion and hair. What stays consistent though is our approach, good communication in conjunction with great education, mixed in with artistic sensibility. New York City provides a mosaic of different cultures, our range of styles must be as diverse as the city itself. From the classic to the contemporary, that is cosmopolitan!

BANGSTYLE: Any at-home hair tips for our readers?

MIDOMA: Stay away from do it yourself at home hair color. Invest in quality hair care products and tools, experiment with different looks – have fun…

BANGSTYLE: Any future plans or goals for the salon?

MIDOMA: Midoma would love to expand its platform for artists to other major creative metropolitain areas. Tokyo, London and Berlin come to mind.