The NOW, a Los Angeles-based massage boutique concept, is building-out next to Kirkland’s Home in The Markets at Town Center.
The city issued a permit Feb. 17 for ACT Construction of Lewisville, Texas, to renovate the vacant space at a cost of $320,000.
NOW will open at 4870 Big Island Drive, No. 10.
The 3,146-square-foot retail space will be turned into reception and transition areas, “journey” massage rooms, storage and other uses.
The city issued a sign permit Jan. 4 for The Now A Massage Boutique at a cost of $3,400. Shark Signs of NE FL Inc. is the contractor.
Thenowmassage.com shows 35 locations in 15 states, with space in four Florida cities: Jacksonville, Fort Lauderdale, Orlando and Plantation.
“The NOW is bringing its next-level massages, custom enhancements and best-selling products to Jacksonville,” it says.
“Get ready to relax, recharge & escape the pressures of daily life in our cityside retreat.”
The site says with boutiques open across the country, “The NOW is looking forward to bringing our thoughtfully crafted menu with customizable enhancements, healing products and singular design aesthetic to cities all over the United States.”
The site says it incorporates raw elements and natural materials “to create a chic, minimalist oasis. Interiors are inspired by nature. Natural wood surfaces and exposed beams are coupled with sheep skins and rawhides, cactus galleries and crystal grids.”
The menu includes three Swedish-inspired services: its signature massage; one for athletes; and one it calls a mind- and body-balancing service.
According to the site, table massage prices are $65 for 25 minutes; $115 for 50 minutes; and $145 for 80 minutes.
It also offers services such as herbal heat therapy and scalp renewal.
The site calls says that as “an oasis from today’s digitally driven society, our goal is to offer high-quality, affordable massage services in an inspired setting.”
It offers memberships.