The Outliers Issue 1

Josh Wood
Josh Wood Colour,
Holland Park
@joshwoodcolour
Inspired by the concept of the atelier
– a bespoke approach to clothing –
Josh Wood knew precisely how his
own salon would operate. The globe’s
most famous colourist explains: “We
really felt that a closed-door policy was
needed to give our clients privacy and a
totally different feeling. I like the idea of
curating a space, making it feel different
when clients come in.”
That’s why he works with artists
to create a variety of installations to
continually refresh each room with
different, sometimes surprising results.
When it opened seven years ago,
Josh admits the Atelier was very much
a disruptor. But to keep that edge,
“I like the idea of
curating a space,
making it feel different
when clients come in”
Josh Wood
it takes a team of people that art direct
the space and keep it feeling different.
“We need to keep evolving and changing
the environment. We need to keep
pulling in creatives to keep it current,” he
explains. “I like to speak to our clients’
interests beyond them getting amazing
hair. I want them to feel like the Atelier is
an evolving space.”
With such a premium offering
and A-list clients in his chairs, the right
product partner was a priority. “I love the
creativity of Redken, the way it listens and
partners with hairstylists,” Josh admits.
“Innovative products are at its core!”
Josh advises anyone keen to take
an individual approach to stop thinking
about these spaces as salons.
“If there is another service that you
can offer, it keeps clients feeling they are
in a different space.” Indeed, his team has
curated a shop that sells not only hair
products but also beauty in general. There
are regular pop-ups for brands to launch
and showcase new products and a library
and in-house chef keep clients’ minds and
bodies well-nourished. “I also love to do
mini-shoots in our studio generally, just
for content for our website or Instagram,”
he adds. “Making the Atelier feel like a
creative hub is crucial.”
08 The Outliers