WAH London, Soho WAH London, Soho
WAH London, Soho WAH London, Soho
WAH London, Soho WAH London, Soho
WAH London, Soho WAH London, Soho

Nailing the future

25 : 11 : 2016 Nails : Community : Virtual Reality

London – In the heart of Soho, WAH London offers a glimpse of the nail salon of the future.

  • The store stocks pieces from the WAH collection and products from a selection of independent labels founded by women
  • A virtual reality (VR) try-on service enables customers to sample hundreds of styles

The 900-square-feet flagship store is set across two floors and includes a treatment area with six manicure desks, a cocktail bar and an interactive discovery zone with nail printing and product testing.

The salon features a variety of technology-enabled services including a VR experience developed by design studio DVTK that enables customers to create and try on their own designs and share the results on Instagram, and test out pieces from the WAH collection.

With its focus on creating a community, the space feels more like a club than a traditional nail salon. ‘For me it’s about having a youth club or community centre for cool girls to hang out in. The nails are a byproduct of that good feeling,’ founder Sharmadean Reid told LS:N Global at Decoded London.

The Big Picture

Beauty brands are using the social power of bricks-and-mortar stores to create a sense of community. To find out more, read part 1 and part 2 of our Destination Retail market.

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