Joe and Co Barbershop: Interiors Inspiration
To celebrate their fourth anniversary, Joe and Co Barbershop relocated to a brand new space in the heart of Soho, allowing the modern barbershop to cater in new ways to their ever-growing audience.
Owner Joe Mills says: “After nearly four years at the original site, we were starting to outgrow the Greens Court space. I did not want our client’s comfort and experience to be compromised by our popularity and I was keen to evolve the concept of Joe and Co. further. Moving into a bigger and brighter space allows us an opportunity to improve on our very successful modern take of a barbershop formula.”
The new salon is in an eclectic area, close to the thriving Berwick Street and surrounded by neighbours like Supreme, Grenson and Percival. In area known for its media and design agencies, it’s the ideal spot for a design-conscious gent to get a cut in suitably stylish surroundings.
London-based design studio Hyperkit were recruited for the redesign with the brief of deconstructing a traditional barbershop and rebuilding it for a contemporary audience. Inspiration came from the meticulous organisation of practical workspaces – like sheds and garages – with a home for everything and straightforward, fully functional design.
The distinctive geometric graphics – which are reflected in printed material and the logo – were conceived as a substitute to the patterns associated with barbershops; the red and white pole, the black-and-white check floors.
“Through our design we looked to reinterpret the traditional barbershop for a contemporary audience. Inspiration for Joe and Co came from reviewing stereotypically male spaces, which led us to develop a collaged aesthetic. A select number of materials and textures are combined in a very straightforward and functional fashion that speaks for itself,” the agency conclude.
Design may be central to this Instagram-worthy salon, but standards are equally high. Takara Belmont sinks and chairs were carefully sourced to ensure maximum client comfort and ease of use for the barbers, while the rest of the furniture is bespoke to ensure practicality.
“The new concept incorporates the wish list things we did not have space for the first time round,” says Joe. “But they were things that I was sure our clients would appreciate, like an improved waiting area and larger selection of complimentary drinks. The new space will bring together all realms of the modern gent, such
as music, style, design and of course a decent haircut!”
Name: Joe and Co Barbershop
Address: 22 Peter Street, London W1F 0AG
Owners: Joe Mills
Size: 1,000 sq ft
Design by: Hyperkit