Although Miami, with its cosmopolitan flair and flashy nightlife, may not be the first place you think of for a cozy spa inspired by bucolic beginnings, Cowshed Miami Beachat the Soho Beach House is right at home in the trendsetting city. A draw for eclectic creative types, the spa takes its name from the original Cowshed spa, which opened in 1998 on the grounds of Babington House in Somerset, England. The name was bestowed in honor of the building’s former occupants. Since then, Cowshed spas have opened in cities throughout the world, including Berlin, London, and New York City. Miami marks the latest addition to the growing collection.
Like those spas with which it shares a legacy, Cowshed Miami Beach features the same signature lived-in country style. “Rustic touches are combined with the indoors and outdoors aesthetic that is synonymous with Miami,” says spa director Kirsten Gurwitz. The inviting decor puts guests instantly at ease. Spa-goers will especially love the six oversized oceanfront manicure and pedicure chairs as well as the Blow Dry Bar, a first for Cowshed. Both help advance the trademark social grooming for which Cowshed spas are known.
With a host of treatments available at all Cowshed spas, the Miami location’s most popular treatment is the Cowshed Salt Scrub and Massage ($180, 90 minutes). Cowgroom ($130, 30 minutes; $220, 60 minutes), which involves two therapists working in unison, is the spa’s signature treatment. It begins with an invigorating foot exfoliation followed by a forehead pressure-point massage and a de-stressing shoulder massage. The remaining portion of the treatment is made up of a variety of maintenance-type services, such as a Speedy Facial with Eyebrow Tidy, a Morning After Facial, or a Speedy Manicure or Pedicure. For either individuals or duos wishing to spa together, the spa offers three popular packages: the Groomed Cow ($190, 2 hours) incorporates a Back Cleanse, Speedy Facial, and Cowshed Manicure; the Knackered Cow ($320, 3 hours) includes a Cowshed Massage, a Cowshed Facial, and a Cowshed Pedicure; and the Lazy Cow ($360, 2 hours 45 minutes) involves a Cowshed Wrap, a Back Massage, and a Cowshed Facial. “Being that we are housed inside a hotel, massage has proven to be king, but we have seen our repeat visitors quickly come back for both facial and nail treatments,” says Gurwitz.
For advanced facials, the spa relies on SkinCeuticals for its specialist approach to skincare concerns. The spa’s namesake product line, which features organic, wild-crafted, and fair-trade botanicals from around the world, sports products with sassy names like Grumpy Cow Uplifting Bath & Shower Gel and Moody Cow Balancing Body Lotion that belie their results-driven effects. “Our hand-blended botanical formulations are naturally paraben-, petrochemical-, and sulphate-free,” says Gurwitz. “They contain no artificial colors or fragrances and are suitable for vegetarians.” According to her, approximately 80 percent of the botanicals used are certified organic. Not surprisingly, the line plays a key role in the spa’s retail success. In addition to the Cowshed product range, the spa’s boutique also features apparel by designers such as Heidi Klein, who created an exclusive line of swimwear for the spa. This past December, the spa debuted a new Lifestyle Range, which includes accessories and travel necessities, such as Mood Cow Notebooks and a Cashmere Travel Set complete with cashmere socks, an eye mask, a hot water bottle, and a throw. The boutique also carries unique pieces of jewelry and gifts for children. “Cowshed is new and exclusive to the U.S. market, and we find our guests to be very excited about getting their hands on something no one else has access to at the moment,” says Gurwitz.
With a team of 28, the spa can accommodate up to 135 guests each day. Exclusive to Soho House club members, Cowshed Miami Beach is a private retreat that spares no expense in making spa-goers feel right at home. Guests are encouraged to relax with a glass of champagne or a cup of tea and indulge their every whimsy. As for the future, Gurwitz plans to continue developing new and unique treatment offerings that complement the spa’s popular product range. For those fortunate enough to experience the spa’s country charm, membership clearly has its privileges.
Owner: Soho House Group
Spa Director: Kirsten Gurwitz
Opened: October 2010
CLIENT BASE
55% female, 45% male
SPACE
3,339 square feet; 5 treatment rooms
OFFERINGS: aromatherapy, body treatments, couples’ treatments, facials, fitness, hair and scalp treatments, makeup application, massage, microdermabrasion, nailcare, outdoor treatments, Pilates, prenatal services, reflexology, salon services, waxing, yoga
SIGNATURE SERVICE
Cowgroom
($130, 30 minutes; $220, 60 minutes)
MOST EXPENSIVE OFFERING
Cowshed Massage for Two ($380, 90 minutes)
PRODUCT LINES: Cowshed, Essie, SkinCeuticals
EQUIPMENT: Book4Time, Oakworks, Technogym
ARCHITECT: Allan Shullman (Miami)
INTERIOR DESIGNER: Martin Brudnizki (London and New York City)