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Williams-Hirst | Visit

November 14, 2024

Jack and Ross Williams-Hirst show us round their brand-new co-working space in the heart of Soho.

How did you decide on the style of your salon interior?

We wanted the salon to reflect a modern, sophisticated aesthetic that balances the vibrant energy of a co-working space with the luxury and comfort of a high-end salon. We knew the space had to mirror the flexibility, pride and professionalism that independents embody, so it was important to us that every element in the salon was designed with an independent stylist’s workflow in mind, allowing them to maximise their time and creativity. Our goal was to create a space that supports and celebrates this new era for hairdressing.

Where did you find the inspiration for your design?

Our inspiration came from workspaces – we looked at offices, workshops and co-working environments where people thrive by working solo, but also find opportunities to collaborate. The concept was to merge the vibrancy of independent work with the functionality required for hairdressing. The building itself also provided inspiration. We felt it was ideal for independent hairdressing because of its prominent window and storefront, flanked by stone columns. Not only did this provide the right light for hairwork, but it can bring new clients from the street straight to solo stylists – playing into our idea about the skill and pride of being an independent hairdresser.

Did you use an interior designer?

Yes, we worked closely with Niche Projects. They understood our mission to create a co-working salon designed specifically for independents, and they helped us turn an abandoned video game store into our flagship location on Wardour Street.

What do you hope are your clients’ first impressions when they walk in?

The first thing we did was scrap the idea of a waiting area. In our minds, the entry was always more like a hotel lobby or coffeeshop, where you watch the world go by with a drink in your hand. Our second goal was to create a shopping experience with independents at the heart in this area too. We want to bring independent stylists together with brands, which is so crucial with more and more of us going solo, so we created the Supply Store where stylists can buy their own haircare and sell to clients.

What are the key elements of your salon design?

One of the most interesting features is our ‘Stylist Department’ – a back-of-house area that’s as lovely as the front. It’s a beautiful private space where stylists can take a break, catch up on emails and generally feel valued as skilful solo stylists with a proper place to be with a kitchen and a comfortable seating area. We also have The Reading Room, a little nook off the salon floor downstairs where clients can relax in a comfortable chair away from the buzz while their colour develops.

Do you have any curated pieces or special features in the salon?

We know that many independents work with clients who need a more private space or are coming to them before a big event, so we wanted to ensure we had dedicated areas for this. The Changing Room is a beautiful space with a well-lit dressing table and a floor-to-ceiling mirror for clients to get changed after their appointment. We also have The Private Room for VIPs or those who request space off the salon floor, this has its own backwash and styling station to ensure total privacy.

How have you embraced sustainability within the design?

Sustainability was a key consideration throughout the design process. We use Scrummi sustainable towels, and the materials chosen for the interior are both durable and environmentally responsible. Our lighting is energy-efficient, and we aim to minimise waste wherever possible.

What salon software do you use?

We use Square Appointments, but everyone has their own booking systems.

Did your product brand or colour house influence your style of interior design?

Yes, our partnerships with haircare brands definitely influenced our design – we wanted a space that reflected the quality and innovation of the products we work with. Our Supply Store is a direct result of this influence, showcasing brands in a way that aligns with the high standards our stylists set for themselves. We also made sure the space felt modern and cutting-edge, mirroring the industry-leading brands that support our independent stylists in their craft.

The salon represents a shift in how brands and independents collaborate, as heritage names adjust to the growing freelance market and salon owners seek more freedom in their product choices. Whether you’re independent or working in a salon, it’s no longer about sticking to one brand. It’s like a makeup bag – no one uses just one brand.

What salon furniture have you chosen and why?

We selected Takara Belmont ergonomic chairs for their comfort and adjustability, essential for both stylists and clients during long appointments. Our PAHI reclining wash loungers were chosen for the ultimate client comfort during hair washes, and we also sourced pieces from Soho Home to maintain the balance between functionality and a stylish, professional look.

Do you have a dress code/uniform for your team?

As a co-working salon for independent stylists, we don’t impose a dress code or uniform. We believe in giving stylists the freedom to express their personal style, which is a reflection of their independence and individuality.

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