While their parents' generation get their hair done in Belgravia, the next gen of the social set have moved east, and therefore, need to find a good salon for their under-cuts, peroxide blonde pixie crops and fashion mullets (or indeed, bouncy blow dries). Enter: Adam Reed London.
The veteran hairdresser - who cut his teeth working for Charles Worthington and toiled in the fashion week trenches for two decades - launched his first eponymous salon in February 2020. A few weeks later and it became a casualty of the pandemic, shutting its doors for months on end. Thankfully, Reed reopened post-lockdown, and has since attracted a bevy of loyal customers who flock here for his no-fuss haircuts and colours, freed from the restraint of trends.
It’s clear that the space is Reed’s passion project. Envisioned as more of a social hub, rather than a simple salon, it promotes local businesses in its windows (some with a discount), champions east London artists, and serves up coffee from local baristas, Nude. Rather than the minimal aesthetic adopted by a lot of his contemporaries, it is instead a treasure trove of knick-knacks and ephemera, with endless objets to fascinate the eye. From his collection of perfumes (he’s something of a scent enthusiast) to old wigs transformed into art, antiques from his personal collection to local artworks, it’s the antidote to sit ’n’ scroll hairdressing, with endless things to discuss: which is exactly what Reed wants.
‘We actively encourage everyone that visits us to be present, keeping with our ethos of Adam Reed London being for “the creatively curious and the curiously creative” (of course if you want to use your tech we will not stop you) we just love the idea that you are able to come in and switch off for the time that you are with us,’ explains Reed. ‘We have also offered silent appointments, where you can request for your team members not to talk whilst you are in the chair, so that you are able to make the most of your time.’
Not that he hasn't catered to the Instagram generation, too, with witty quotes about hair and beauty emblazoned onto his mirrors, from Coco Chanel's famous ‘a woman who cuts her hair is about to change her life’, to a nod to Beyoncé's infamous ‘Becky with the good hair’. There's a round light mirror, too, and an exposed brick selfie wall, for snaps worthy of Reed's Instagram. One client while we were there had her picture taken, happily modelling her Kelly-from-Top-Gun bob and soft strawberry blonde hue.
You might think it's counter-intuitive, but one of Reed's key things is that he wants hair that lasts longer between cuts - he doesn't want you rushing back to the salon, diligently, every six to eight weeks, necessarily. His cuts accommodate this: for me, he used a special pair of shatter scissors which he invented himself. They create thickness with a blunt, yet soft, edge, so you're not so reliant on layers to give the illusion of a healthy mane of hair when you're more on the fine-side. ‘It creates more interest within the hair cut, so it lasts longer,' he explains.
The same is true of his new product line, Arkive Headcare, which give you a blow-dry experience at home, without any of the fuss. It launched at the end of 2021 and is currently available to buy in the salon, with more stores set to be added imminently. The product line is all-encompassing, from everyday-use shampoos and conditioners, to scalp scrubs and blow dry primers.
‘Arkive came from the realisation that small things can make a huge difference, and although looking after your hair is a necessity, you can ritualise this time, however long it is, to care for your head,’ says Reed. ‘I have spent many years listening to clients and hearing the little things that make a big difference so I will be incorporating these things and sharing with the Arkive community. Every element is taken into consideration, from the uplifting scent, to the formulations, to the colour palette and packaging.’
Watch this space.
Adam Reed London is based at 1 Fournier St, London E1 6QE, visit adamreed.london for more information and to book, and arkiveheadcare.com for more information on Arkive Headcare.
