Located in an iconic setting in the heart of central London, TONI&GUY’s flagship salon has been reimagined to embody their philosophy: where heritage meets modernity.
“We wanted to create a space that celebrates our 60-year legacy while looking to the future of hairdressing, blending creativity and an elevated client experience.”
In the heart of central London, TONI&GUY’s flagship salon on Wigmore Street embodies the brand’s commitment to creativity, innovation, and elevated client care. Its recent refurbishment celebrates 60 years of heritage while embracing a modern approach to hairdressing, blending creativity and an elevated client experience.
The interior design combines a sleek black, white, and gold palette with refined marble textures and warm lighting, creating an atmosphere of modern luxury. Salon owner Sacha Mascolo-Tarbuck envisioned a space that is bright, contemporary, and comfortable, where every detail, from architectural lines to curated product displays, reflects TONI&GUY’s dedication to quality and exceptional service. She said “We wanted to create a space that celebrates our 60-year legacy while looking to the future of hairdressing, blending creativity and an elevated client experience.”
Each zone in the salon has been carefully crafted to offer a distinct yet cohesive experience. The Hair Therapy area introduces a first-of-its-kind concept that blends advanced, targeted treatments with spa-like relaxation. Fully reclining, ergonomically designed chairs allow clients to unwind completely while enjoying the TONI&GUY Bond Repair Hair Therapy ritual, enhanced by the Malette Igloo Vapomist system for deeper product penetration and visible results.
As the flagship, Wigmore Street also features an exclusive Wella Professionals Colour Bar: a stylish, social space where clients receive personalised consultations. In partnership with Wella Professionals, the salon also houses one of only two intelligent retail spaces in the world, using “look and learn” technology to offer instant product education when items are lifted from the shelves.
The waiting area has also been designed as a boutique-style lounge with plush seating, layered lighting, and soft textures, offering clients a luxurious transition from the outside world.
Every detail reflects a thoughtful blend of creativity, care, and contemporary sophistication, redefining what the modern salon experience can be.
Sacha’s Top Tips:
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Design with purpose, balance, functionality and atmosphere
Not every area needs the same energy. It creates natural flow and elevates the overall experience -
Craft a signature client experience
A signature experience is built from the details, it’s not just about great hair it’s about how the client feels throughout the process
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Integrate innovation and brand storytelling
From interactive retail to treatment zones with tailored atmospheres, innovation enhances both creativity and comfort
