Serenity Couture Salon & Spa has opened a new flagship location in the Atlas Building at 7001 Westown Parkway in West Des Moines.

The salon and spa was founded by Doug and Jana Van Polen, and the opening in the Atlas building coincides with the business’ 25th anniversary.

According to a news release, the new space is designed to elevate the salon and spa experience with luxury amenities, full-service treatments and an immersive retail environment.

The husband-and-wife team opened their first salon in 2000 and later opened the Aveda Institute in Des Moines. The new Serenity Couture Salon & Spa opened on the main floor of the Atlas Building on Oct. 27.

Jana Van Polen said the goal has been to raise the standard for beauty experiences in Iowa.

“This flagship is a reflection of that mission — a place where guests can feel both cared for and inspired, and where our team can continue to grow and lead,” she said in the release.

The Atlas Building is owned by WB Realty Co., which purchased the building from Wells Fargo for $16.5 million and began redesigning the six-story, 415,000-square-foot building in 2024.