Amazon Is Opening A London Hair Salon To Trial AR Haircuts, QR Code

Amazon Salon
Amazon Salon

Amazon is opening a London hair salon to trial the latest industry technology, from augmented reality (AR) hair consultations to point-and-learn technology. The Amazon Salon will occupy 1,500 sq. ft. on Brushfield Street in London’s Spitalfields. At this salon, customers can experience the best in hair care and styling.

“We have designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry,” said John Boumphrey, UK Country Manager, Amazon.

“We want this unique venue to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies.”

At Amazon Salon, customers will be able to experiment with different virtual hair colours using augmented reality technology, enjoy entertainment on Fire tablets at each styling station and capture their new look in a dedicated creative area.

Amazon Salon
Amazon Salon

Showcasing a selection of bestselling professional hair care products, the salon will also test new point-and-learn technology, where customers can simply point at the product they are interested in on a display shelf and the relevant information, including brand videos and educational content, will appear on a display screen.

To order the products, customers can scan the relevant QR code on the shelf to visit the product detail page on and purchase, with delivery direct to their home.

Amazon Salon
Amazon Salon

The hair care and styling services at Amazon Salon will be provided by Elena Lavagni and her team of stylists. Elena is the owner of the highly-regarded Neville Hair & Beauty Salon, which has been based in London for 20 years.

Elena and her team have provided hair services for Paris Fashion Week and the Cannes Film Festival, and are renowned for cutting edge hair and beauty treatments. Amazon Salon will offer a full range of hairdressing services for adults and children, including cut and blow dry, full head highlights, balayage, texturiser treatments, and braids.

“I am delighted to be part of this project – the salon combines classic hairdressing services with technology to deliver a completely unique experience for clients,” said Elena Lavagni, owner of Neville Hair & Beauty.


“Our creative team of stylists, whose flair for hair is as intrinsic as their love for technology, will put the client at the heart of everything they do. I feel proud to use our 40 years’ experience in the industry to help bring this salon to life.”


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