Association of Ideas has created the interiors for a new Japanese hair salon called Ash, opening in London’s Covent Garden this week.
The salon features subtle and neutral colours, with contemporary images on the walls. The lower level offers a ‘utilitarian’ training academy.
According to AOI director Jonathan Lovett, as Ash will have a primary focus on hair colour, there should be minimal colour throughout the salon.
‘We didn’t have any intention to give them an identity, but we wanted to create something that was transferable,’ says Lovett. ‘While you don’t want a lot of colour throughout the salon, at the same time you don’t want the space to be anaemic. We finished the side of the counter so it reflects the light. It is very subtle but it works because about midday you get a lot of sunlight and quite a complex set of colours, like looking at highlighted hair.’
The consultancy won the business on the recommendation of a former client, Schwarzkopf, which supplies hair colour to Ash.