Follow us

Amazon opens radical augmented reality hair salon in London

Gaelle Walker
21 April 2021

Amazon has joined forces with independent hair salon owner Elena Lavagni to open a cutting-edge augmented reality-led hair salon in London’s Spitalfields.

Set over two floors, the Amazon Salon will trial the latest industry technology, from augmented reality (AR) hair consultations to point-and-learn technology.

Hair care and styling services at Amazon Salon will be provided by local, independent salon owner Elena Lavagni, of Neville Hair & Beauty and her team.

The experiential venue is currently only open to Amazon employees - ahead of launching to the public in the coming weeks.

Offering a totally unique salon experience, Amazon Salon customers will be able to experiment with different virtual hair colours using augmented reality technology and capture their new looks in a dedicated creative area.

The salon will also showcase a range of professional hair care products including the Biolage and Redken brands, which it will use to test new point-and-learn technology - where customers can simply point at a product on 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 Point and Learn

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

“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.”

Elena Lavagni added: “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.”

“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.”

The salon is Amazon’s latest initiative “designed to support the professional beauty industry” and follows the launch of the Amazon Professional Beauty Store on

The new store gives hair and beauty businesses access to Amazon’s selection of more than ten thousand salon and spa products and supplies, from straighteners and clippers through to curlers and hair dryers.

The store offers wholesale pricing and invoicing, no minimum order value and fast delivery.

With safety also front-of mind, the salon has taken numerous steps to create a safe environment, including free face masks and sanitiser, temperature checks, reduced capacity and a thorough cleaning and sanitisation routine.

Free NewsletterVISIT