Tech giant Amazon has expanded its presence in the world of beauty and opened its first bricks and mortar hairdressers – named Amazon Salon – in London’s lively Spitalfields Market.

Spread across two floors, the 1,500sq m location offers a menu of hairdressing services provided by Elena Lavagni, owner of independent London salon Neville Hair & Beauty, and a team of her stylists.

The new destination is also kitted out with exciting augmented reality (AR) technology that enables clients to experiment and see what they’d look like with new colours before they have treatments.

In addition, guests can experience new point-and-learn technology in the salon’s retail area and explore Amazon's professional hair care products.

This system involves customers pointing at the product they’re interested in on a display shelf and then having all the relevant information, brand videos and educational content pulled up automatically on a digital display screen in front of them.

If guests subsequently decide to buy the product, they can scan its QR code with their phone and immediately be taken to its indidvual Amazon webpage and order directly online.

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

“We want this unique venue to bring us one step closer to customers, and it’ll be a place where we can collaborate with the industry and test new technologies.”

At the time of writing, the company has no plans to open any further locations but will use the flagship to experiment with new technology and experiences.

In a statement, Amazon revealed the salon is the latest initiative designed to support the professional beauty industry and follows the launch of the Amazon Professional Beauty Store.

This new online store gives hair and beauty businesses access to Amazon’s selection of more than 10,000 salon and spa products and supplies – such as Elemis, Vichy, Murad, Caudalie and Dermalogica – alongside professionals benefits such as wholesale pricing and invoicing, no minimum order value and rapid delivery.