After the success of his first salon in Battersea, Edward James has now opened a second London salon –the Edward James Aveda Lifestyle Salon & Spa– this time in Putney.
“Our mission with the new salon was to create a visually stunning space that radiates a classical and relaxed feel with elements of opulent luxury,” explains Edward. “The general feel is based on our Northcote Road salon, with a colour palette that is both energetic and complementary to Aveda branding. The emphasis is on a warm and comforting environment both professional and inviting.”
Encompassing 1,600 sq. ft., the business consists of a ground floor salon with 10 styling stations, designated retail and make-up areas and four luxury backwashes; the basement spa has two holistic spa treatment rooms.
Reflecting a Moorish influence with Moroccan lanterns and floor-to-ceiling colour-fused earthenware tiles, an exquisite 19th Century Elm Alter Table and a signature three-metre sofa provide a lush area where guests can enjoy an Aveda Tea while awaiting their appointment. Seasonal decorative cushions complete the mood.
Once in the salon, two rows of offset trees separate the retail zone from the styling stations, which give a sense of tranquillity and shelter from the outside world. Each styling station features a stunning beaten copper lamp, a decorative Aveda display, an aroma sensory journey centrepiece and an individual mirror; collectively these elements combine to create individual personal space. Walls feature wood panelling with complementary lighting to differentiate between salon zones.
“We have distinctive zones so guests can enjoy their time with us and tune out from the outside world,” says General Manager, Natalie Love. “Our dedicated Hair Spa for example, separate from the main salon, has four shiatsu massage chairs where Aveda Botanical Hair Treatments are made even more enjoyable thanks to a cosy blanket and eye pillow. The lighting here is softer too with Moroccan wall fittings creating a tranquil ambiance.”
For the salon refit, which took eight weeks, it was imperative to retain the Aveda ethos within the brief, while ensuring the Edward James brand was reflected for business recognition and continuity. “We are proud of our eco credential and used recycled and reclaimed materials wherever possible”, explains Natalie.