17 years of forging a name as a modest in size but decadent in direction hairdressing salon, owner Luke Reynolds, a true lover of luxury and curator of craftmanship in hair, has moved into a new custom designed space in New Farm, a discerning high-street location home to a salon equally as distinguished, writes Cameron Pine.

Luke Reynolds Hairdressing is no stranger to recognition, having won AHIA Salon Team of the Year in 2022 after many years of showing up, skilling up, and representing our industry with a premium poise. The new salon has now expanded from a compact 50 square metres to 152 – tripling in size while still keeping that luxurious and cosy feel the previous salon was known for. Unlike the old salon, the new space has zones for a premium journey and when it’s full, it certainly doesn’t feel like it.

Luke was conscious not to lose the ‘dark luxury’ vibe of the old salon space in the creation of his new world of hair. Feeling that many new salons, while modern, are stark, uninviting and miss the mark when conjuring up that luxury hotel vibe, Luke’s salon unapologetically blows that out of the water.

“I set out to create a luxury high-end space to serve clients better but in the same vein as a natural progression to what we already had. The modern luxe vibe had to be transferred from the old salon,” said Luke.

Architect Rowena Cornwall of Coop Creative has known Luke for 20 years and set out to ensure his salon was equally as personal to his style aesthetic, which is personable and elevates the client experience well beyond its previous location.

Rowena and Coop Creative designed all of the Spicers resorts, Elements of Byron Resort and Spa and numerous other luxurious five-star hotel and large-scale projects.

Luke and Rowena worked closely from idea to execution and her experience and familiarity with the old salon helped create a space to suit a growing business and something that would be highly unique to work in for aspiring industry creatives. They also ensured it was something that clients would noticeably feel is a complete elevation in luxury from the average salon.

Fast-forward a year and an eight-week build, the new salon is a journey in the zoned zeitgeist and aspirational luxury.

“We’ve elevated the salon in every possible way, from extra space to state-of-the-art equipment and furnishings and the whole process, client journey and experience is next level. It has amplified our already high-end processes, increased the comfort level and added excitement,” Luke said. “The addition of the colour table to the process has been exceptional for clients to work while processing and to really relax, and the separated dark basin area has been a hit, creating a basin sanctuary-style cave.”

Also notably, Luke has found the new salon has provided an attractive proposition to attract new staff to work in a world-leading environment.

“I think its attractive to team members to work in a successful, beautiful high end, reputable, thoughtful, state of the art space, not to mention in such a fantastic location with a great existing team that encompasses such incredible team culture, and success together,” he said.

Creating such a high-end space didn’t come without its growing pains and the difficulties of keeping on budget as building costs skyrocket and materials are more expensive than ever.

“It strangely has almost felt like starting again after 18 years. The actual physical design and build process was great though, the team I had with in Coop Creative and Tonic Projects were both incredible to work with and it went very smoothly,” Luke said. “Everything since the new build is going according to plan as far as growth of the business is concerned. We are experiencing nice growth week on week and month on month. I attribute this to the incredible location, stunning design, increased visibility, ease of parking and team growth.”

The salon features high-end lie-flat basins from Maletti complete with steam pod attachments. The elevation of service in such a dedicated basin area includes hair facials that are now upping the ante of the salon service menu. LED strip lights line fully brass-like encased retail and shelf displays, conjuring up the vibe of a high-end department store or hotel at each step of the journey.

The salon’s herringbone floors and dark black wood finishes conjure up the atmosphere of a high-end Japanese restaurant or bar – a style that reflects Luke but one that is also significantly timeless. Statement pendant lighting, wall sconces and directional basin lights from Illumin8 create an atmosphere of articulate elevation. However, the last thing Luke wanted was to open in a bigger space and lose the vibe of the salon.

“Everyone always said the old salon had a good vibe and energy and I believe it’s a mistake to change what you have. If the business is successful and you change it when you move, you may as well start a new business,” Luke said.

“Lighting is important in the salon’s design whereby fixtures are placed to create a flattering glow around clients, making them look and feel their best.” Rowena added. “The central colour table also has power outlets and USB ports, meeting the need for device connectivity. Clients can work or relax with their devices while receiving services, mixing productivity with pampering. Luke Reynolds Hair Salon provides a thoughtful and luxurious experience.”

Being only 450 metres from the old salon on a large corner block on a high-street, the new salon is much more visible and accessible. The sliding doors also give it a real hotel and sophisticated retail vibe, with dark panelling even from outside the salon with an inset Luke Reynolds hairdressing logo. The atmosphere is set for a premium experience even before entering.

A huge plus in the area is the fact the salon also has unlimited parking for clients in on-street spots and an entire free shopping centre carpark just across the street.

“The parking is also what really drew me to the space, there’s a great food and shopping centre nearby that makes it easy to come to the salon, do some shopping and grab lunch and other necessities, all in the one place without it being a shopping centre salon.”

Everything in the space is custom made including lockers for staff, a travertine-look designer colour table and the in-set mirrors.

“It was always going to be essential at some stage to be able to take the business to the next level. With the old space, while it served me very well for 18 years, there was only so much it could do and provide to the business, especially when we were constantly at capacity.  I also wanted to provide a beautiful space for my team to flourish in, the invigoration, increased inspiration, and the uplift in the team since moving has been incredible to see. I think there was also an element of needing and wanting more of a challenge in my career and personally – it was time,” Luke said.

With a solid plan for growth and an expansion of offerings, including retail. Luke’s current partners, Oribe and Wella, present immaculately in the salon.

An important piece of the success in the new salon, is for the staff to have space to retreat in and an office for Luke to work with all eyes on every corner of the salon, but in private if need be – it’s about workable space that doesn’t sacrifice the experience.

“A new treatment menu is being implemented at the moment, which is designed to be exciting but to better accompany the incredible lie flat Maletti basins lounges and steam pod system and attachments,” Luke said.

For those expecting more from their salon and those who don’t throw around the world luxury lightly, you’ll find your home at Luke Reynolds hairdressing.

For more information visit www.lukereynolds.com.au

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