Creative HEAD UK August 2020

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PERCY’SPASSIONPROJECTIT’S A NEW ERA AND A NEW LOOK AT PERCY & REED, AS PAUL PERCIVAL GOESIT ALONE. HERE’S HOW HE’S MAKING SURE HE HITS THE RIGHT NOTEON LONDON’S Great Portland Street, Percy & Reed has beena mainstay for more than a decade. But those returning towork nearby have seen something rather different. Followingthe move by original founders Paul Percival and Adam Reedto concentrate on their individual paths, this location is beingreborn as Percy at Percy & Reed. “What’s exciting about this isI get to be my own brand, I get to be me,” says Paul.Going it alone means he can bring his background in themusic industry to the fore. “I’ve spent 25 years working withbands in the UK,” he says, and still styles loads of recordingartists and record company execs, as well as BBC staff based upthe road from the salon. So he now wants to push even harder tomake sure that his contacts knows he’s here. “I need to own thatspace, that’s very much my USP,” he admits.He’s returned to a salon vibe akin to relaxing in a townhouse,a creative space. “And what’s really important is that the spaceitself feels like somewhere you’d want to live, rather than a showroom or a clinical space,” he says. The exposed brick, Belmontbarber chairs, metal units that are ’70s relics scavenged fromSony Music, it all represents the Percy ethos perfectly – there’shistory here. A sleek black shelving unit serves to put thatpersonality and the brand on display alongside evidence ofhis new partnership with Redken; rather than regular hairpictures you’ll spot a limited-edition print of David Bowie (oneof Paul’s icons) alongside a vintage record player and LPs forclients to choose to play while reclining on the plush blue velvetsofa. There’s no reception desk to speak of; appointments arehandled upstairs, with a member of the team making their waydown to meet guests as they arrive. “The idea of reception areasis kind of done now in the salon,” says Paul. “I think this is reallynice as we make it feel like somebody’s at home.”His personal passion is infused throughout for good reason –he used the lockdown to overhaul the space with his carpenterdad. “I needed to try and use the opportunity to change up thesalon. It was a gamble because we didn’t how long we’re going tobe in lockdown for, and trying to get supplies was a nightmare.Dad’s genuinely one of the best carpenters I’ve ever come across,and while I originally trained as a carpenter, it’s been a longtime! But there’s something really nice about the fact that whenI look around now, I know it was us.”Paul adds: “I feel like I’ve now got a space and a representationof my brand that I can grow and that’s the most important thing.”46 CREATIVE HEAD
Photography by Harvey Williams-FairleyCREATIVE HEAD47
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Creative HEAD UK August 2020

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