Fruitful Endeavor

Georgians might be sweet on peaches, but the popularity of Atlanta’s 29 Spa proves that locals also find grapes to be truly divine. Situated in the sleek and chic Mansion on Peachtree, A Rosewood Hotel & Residence, the spa invites guests to experience the beauty of vinotherapy at this Wine Country-inspired retreat. Who better to create this California connection in the Deep South than spa founder and owner Lydia Mondavi, a fifth-generation Atlantan and a member of the famous wine-making family, founders of the Robert Mondavi Winery in Napa Valley, CA.

“Atlanta was really in need of a true destination spa experience where you can come and escape from the hustle and bustle of the city,” says Mondavi. “29 Spa is a place to relax and rejuvenate while protecting and nourishing your mind, body, and soul.” What she created was a 15,000-square-foot, 14-treatment-room heavenly respite that launched in May 2008 and was designed to pique the interest of “women and men from all over the world.” According to her, 29 Spa is a classic, yet contemporary haven that is both cozy and inviting with elements of style and fashion. Shades of blues, creams, and chocolate browns comprise the modern and muted palette that is jazzed up with touches of silver throughout.

Engaging photographs of Napa landscapes hang on the walls and invite guests to get even closer to the theme of the spa, which is named after Highway 29, the picturesque road that runs the length of California’s Napa Valley. The spirit of the region is also relayed through the spa’s specially crafted, eco-friendly products that are used in every treatment—from massage to makeup application. “29 is the a comprehensive skincare and color cosmetic collection enriched with beneficial grapeseed extract and dedicated to protecting, improving, and presenting beautiful skin,” says Mondavi. She explains that the magic ingredient is a special Grape Seed Age Protecting formula, which not only contains the seeds and skins of this juicy fruit, but is also laced with extracts and oils derived from the wine-making process. Mondavi refers to this natural approach to skincare as “from vine to bottle.”

This collection emerged after years of research and development directed by Mondavi and her mother, Anita Wilbanks. Launched in Neiman Marcus four years ago, 29 Collection is now made up of more than 100 grape-based SKUs. And, in true 29 form, Mondavi explains that the names for each of the product colors and palettes are related to the world of wine, as well as to the areas in and around Napa, such as the rose-hued Sunset in Napa four-color eyeshadow palette or the aubergine-tinted Wine Critic Moisturizing Lipstick with SPF 20.

If spa guests would like an introduction to the 29 Cosmetics Collection, which includes everything from flawless-finishing foundations to a pout-perfecting lip scrub, and even a tutorial on best practices for makeup application, they can sign up for the Knowledge is Beautiful Class ($125, 50 minutes). A perfect activity for a girls’ day out, the lesson will show beauty aficionados how to apply makeup for any occasion. These glamour gals can even enjoy a wine tasting while they learn the ins and outs of styling.

In regards to skincare, the organic, pure, and paraben-free proprietary line is perfectly showcased at 29 Spa. “The treatments are based on the philosophy of taking care of your skin and body and utilizing the most powerful antioxidant to protect the skin from free radical damage and aging,” says Mondavi. For a true sense of what 29 Spa has to offer, Mondavi suggests sampling the exfoliating Cream of the Crop ($115, 50 minutes; $135, 80 minutes) facial and the indulgent Perfect Pairing ($230, 50 minutes; $270, 80 minutes) massage. “This facial is an amazing balancing and replenishing treatment for all skin types,” she says. “And, the Perfect Pairing is a signature service with two therapists providing a synchronized massage with warm grapeseed oil. This massage was created exclusively with techniques from around the world.” Mondavi also recommends taking some time for one’s self on the outdoor relaxation terrace. “You can enjoy a quiet nap or a glass of our wine, as well as order from our spa cuisine menu for lunch or just have an afternoon snack,” she says.

For quiet time par deux, couples can kick back at the spa and enjoy each other’s company in either of the two couples’ suites, one of which includes a large soaking tub. Whether newly wed or just rekindling a flame, couples can indulge in the For the Bride and Groom Package ($540 per couple, 3 hours), which includes a 29’s Secret of the Vine Facial, a 29’s Sommelier’s Selection Massage, and a couples’ Napa Blends Soak. Of course, a little romance wouldn’t be complete without a delicious glass of wine to round out the package.

It’s not all about relaxing at 29. Spa-goers can work on their bodies at the 4,500-square-foot, state-of-the-art fitness center that is open seven days a week and is outfitted with the latest Technogym equipment. There is also a movement room where cardio classes are held Mondays and Wednesdays at 6 p.m. Memberships start at $110 per month per person (couples can join for $95 per person, per month) and include a 20 percent discount on spa services during the week, 10 percent discount off retail items in the spa, as well as full access to the steam room, sauna, whirlpool, and 62-foot indoor lap pool.

Between the fitness center and the spa, the 30 staff members keep fairly busy, but excel at making sure operations run smoothly. Mondavi claims that the secret to 29 Spa’s success is consistency and quality of service, which is why clients—especially locals—keep coming back for more. What is next for 29 Spa? Global expansion. The 29 Collection is already carried in Taiwan and Korea and there is interest in other U.S. cities, as well as in Italy and Brazil, to expand the spa brand, proving that a sustainable solution to spa-ing is a natural choice for many.

(Atlanta)

OWNER
Lydia Mondavi

SPA DIRECTOR
Karen Shawn

CLIENT BASE
68% female, 32% male

SPACE
15,000 square feet; 14 treatment rooms

OFFERINGS
aromatherapy, body treatments, couples’ treatments, dermaplaning, ear candling, eyelash extensions, facials, fitness, hand and foot treatments, makeup application, massage, nailcare, scalp treatments, waxing

SIGNATURE SERVICE
Perfect Pairing ($230, 50 minutes; $270, 80 minutes) massage

MOST EXPENSIVE OFFERING
80-minute Massage Series ($1,350), which includes six Perfect Pairing Massages

PRODUCT LINES
29 Collection, Cirepil, Essie

EQUIPMENT
Human Touch, Robeworks, Sensi, SpaSoft, Technogym

ARCHITECT
Milton Pate Architects (Atlanta)

INTERIOR DESIGNER
Wilson and Associates (Multiple Locations)

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