Wah Nails London Flagship

CLUB CLASS: Wah Nails will launch its first flagship salon in London’s Soho next month in the former space of The Juice Well at 4 Peter Street. The 900-square-foot salon spans two floors and will offer services including manicures, pedicures and nail art. There will also be a focus on the brand’s Millennial and Generation Z clientele.

Founder Sharmadean Reid has aimed to create a “salon of the future,” offering guests a digital way of booking appointments, hoping to make the place feel more like a club than a traditional nail salon.

“I didn’t want to do any old salon,” said Reid. “I wanted to come with an amazing concept, which meant building a retail experience like no one else has ever had before. So we’re building a virtual reality nail designer, it’ll be an incredible, completely immersive nail experience. People can come to the store and not just get nails. I want to create a seamless on- and off-line experience. I want it to feel like if you’re on our Instagram, and come into the store, they’re one and the same vibe. It’s really about utilizing retail technology to create something that’s truly futuristic. Salon of the future!”

“I’ve always been interested in girl culture and youth-girl culture,” said Reid of her clientele. “The Wah girl doesn’t wait for things to happen to her, she isn’t afraid to go after what she wants and make things happen.” Price lists are still in the works.

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The first floor will feature virtual reality experiences allowing clients to select nail polish colors and try them on in a VR setting. There will also be nail printing and a product testing area. The basement has been reserved for treatments and will have six manicure stations, three pedicure chairs and a cocktail bar. In addition, the salon will carry its own range of nail polishes, press-ons and beauty tools, as well as other brands.

“I chose to open my Wah London flagship in Soho as this area has created so many memories for my life in London,” said Reid. “From studying at Central Saint Martins College of Art to my first job on Shaftesbury Ave. To me Soho is London. I love the existing locals as well as the next generation of entrepreneurs and I’m extremely excited to be part of the community of Soho where trends historically have started.”

Launched in 2009 by Reid, Wah London has a salon in Dalston, East London, on Kingsland Road and there are plans to host pop-ups globally. The flagship is set to open on Nov. 18.