Contesta Rock Hair is making a play for the young international crowd by opening a temporary salon called CRH Hub inside Rome-based luxury hostel The Yellow.
The Italian hair salon chain, known for its edgy vibe, will not only cut hair but also participate in the cultural center that The Yellow is working to create, said Fabio Moretti, artistic director for Contesta Rock Hair USA. The salon opens at the end of summer and will stay at The Yellow for six months.
“The primary thing that we decided to do inside The Yellow hostel, which is not just a typical hostel but is something new — something made for young people — and our target is actually young people, and it’s a different type of hostel because you can find so many types of little businesses inside — bars, cinemas, live music — our goal is actually to improve ourselves inside The Yellow in order to create this type of little culture inside the center of Rome,” Moretti said. “The people that we try to reach are the international crowd — the international crowd mixed with the local crowd.”
Outside of Rome, the salon has locations in New York, Miami, Florence, Italy and Shanghai. Contesta also produces a namesake line of products, including shampoos, conditioners, curling milk, shine spray, salt spray and pomade, priced between $19 to $23.
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In addition to bringing together a host of businesses and activities, The Yellow has hired social media influencers with different interests to act as ambassadors — similar to a concierge service — and provide guided tours of Rome.
“They love different types of things and each one has its own focus — each one has millions of followers,” Moretti said. “All of them are going to be working inside The Yellow, and you as a customer, you can choose the type of concierge that would be suitable to you and you can do bike tours with those people.”
During its stay at The Yellow, Contesta will also host a two-day course with the 25 winners of Italian hairstyling contest United Pro Future, supervised by L’Oréal Europe. Contesta stylists participated in the judging process, whittling down a group of 300 Italian stylists to 25 winners. Contesta will host those winners in the salon for training. “We’re not just going to teach them how to do hair,” said Moretti. “We’re going to show them how to be in the salon, but also how to create new business.”