Salon of the Month Salon64, Soho.

Nestled within the lively streets of Soho is Salon64, named after the year 1664 when the term ‘salon’ was first used to describe a space to indulge in the art of conversation. The establishment has brought this concept back to life and is reinventing a trip to the hairdressers.

Greeted with a cocktail, clients can choose if the salon mirror is facing them or not with hi-tech workstations that fold up or down to allow customers get to know one another and the atmosphere is electric. Salon64’s social concept is brought to life with its sleek interior that achieves what the venue strives to be: trend-setting, high-end luxury.

Owner and Creative Director of Salon64, Ricky Walters, explained how working in a five-star hotel salon inspired the business he has built today with an emphasis on the experience: “Clients would order cocktails down from the lobby bar and hang out with their friends whilst they got their treatments done. This made me ponder, why isn’t there a space where we can offer this in-salon? Sometimes the pre-drinks with friends is better than the outing and we wanted to capture that atmosphere.”

Set over 2000 square feet, the interior is designed to be entirely profitable, something a traditional salon sometimes fails to offer: “Often clients are used to walking into a large welcome desk and waiting room. This is a non-profitable area where clients wait and check-in; you won’t make revenue off the back of this.” The Salon64 reception desk is a cocktail bar where there’s a chargeable menu with business in mind, making for a stand-out social salon concept.

Home to 25 of London’s leading experts in the hair industry, Salon64 is bold and not afraid to create something that hasn’t been seen before. Ricky’s salon features a large, opulent white table with a fire pit running through the centre, taking away the isolating feeling that a traditional salon can produce.

As competitors close their doors for the evening, Ricky’s salon dims its lights and transforms in to an exclusive private members club. Using his knowledge as a business owner, Ricky explains how Club64 and Salon64 cross-pollinate to create two revenue streams simultaneously: “When other salons go to sleep, we are still using our space to generate money.”

To make the courageous model a success, its location was vital: “The concept we have put forward wouldn’t be as successful anywhere else. We looked for the most openminded area of London that would be able to grasp this new idea,” says Ricky. Before Salon64 was well-established, people didn’t understand the space they walked into, but members of the public wandering in Soho would ask questions instead of shying away to go elsewhere.

Ricky revealed that their Instagram profile is their website, recruitment hub and number one marketing tool: “I don’t know how we would’ve run this salon before Instagram. People don’t use Google anymore, Instagram is their search tool.” Due to its importance, the Super Salon has a manager dedicated to running its social media platforms, she plans all their posts a month in advance and uploads them when they’re most topical to ensure the best engagement.

Spotting a gap in the market, as some of the well-known industry names are failing to keep their finger on the pulse, Ricky explained his focus on retailing his hair product range: “I think there’s going to be a huge shift going forward with names on the shelves. Disguised as small independent salons, but they’re powerful in dictating the trends.”

Ricky is an inspiring figure, showing that there is scope for massive opportunities in the hair and beauty industry and that being brave pays off!

@salon64london