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WAH to open experiential store in London's Soho

Nail art specialist WAH London is to open a new concept store in London’s Soho. Situated on Peter Street, the 900 square shop will open in November.

GENERAL MERCHANDISE

WAH to open experiential store in London's Soho

The ground floor will house a “play and discover” area, with immersive Virtual Reality experiences, nail printing and a product testing zone.

Meanwhile, the basement will be the treatment area with six manicure desks, three pedicure chairs and a cocktail bar.

The company said its customers will be able to book gel appointments, manicures, pedicures and nail art in an environment that feels more like a club than a traditional nail salon and uses digital technology to create a seamlesss customer journey both on and offline.

Using its own range of products and the salon as a vehicle, WAH London aims to change the salon landscape by linking digital, retail and social with a new flagship salon and ecommerce offering in the heart of London’s West End.

WAH Nails founder Sharmadean Reid said: “I chose to open my WAH London flagship in Soho as this area has created so many memories for my life in London. From studying at Central St Martins college of Art to my first job on Shaftesbury Ave, to me Soho IS London. I am looking forward to bringing this new innovative concept store to the area when trends historically have started.”

Samantha Bain Mollison, head of group retail and strategy at Shaftesbury, added: “We are delighted WAH Nails have selected Berwick for its flagship concept. The brand will sit perfectly alongside our fashion and lifestyle Soho portfolio including BLEACH, Lights of Soho and latest cult trainer brand, Axel Arigato.”

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