Josh Wood might be known for creating haute hair colors for a roster of celebrity clients and runway shows such as Prada’s, but the hair colorist is taking a more democratic approach with his latest venture. In November, Wood opened Cheeky Hair at Barber & Parlour, an east London grooming emporium, restaurant and cinema that’s an offshoot of members’ club Shoreditch House. Cheeky Hair is aimed at the area’s trendy, youthful habitués who take a playful approach to their look. “It’s like a hot-wire to trends,” Wood explains. “You see it on the catwalk, you see it in a magazine, and it’s available.” Clients will be able to tap into that experience at pocket-friendly prices—a “bed head” blow dry costs 15 pounds, or $24, with prices rising to $104 for a complete color change. Next up, Wood will bring the concept to Soho House in Berlin in early 2015.