A hair salon where photo shoots happen and most transactions take place entirely on an app? Here's why The Ammon Carver Studio is the hair salon of the future....
After stints at Warren Tricomi and Mizu Salon and as an Artistic Director for Matrix, a L'Oreal brand, Ammon Carver felt it was time to do something entirely different. 'I became allergic to the idea of becoming the typical salon owner,' the current Creative Director for L'ANZA Healing Haircare tells us. Here's why we think Carver's newest endeavor, The Ammon Carver Studio in Chelsea ( 111 W. 17th St., 2nd Fl., 646-838-9313), succeeds at being anything but ordinary.
1. There's a working photo studio.
...And it's not just for show or customer selfies (although the latter is an option). In its first few weeks, The Ammon Carver Studio has already booked editorial shoots and product launches for big beauty brands.
2. In fact, the whole salon is set up differently.
For starters, there's no receptionist and it's a bit sparser than the usual salons with just two sinks and four stations.
3. There's a genius reason behind WHY Carver designed the salon this way.
After years in the industry, Carver saw a real disconnect while trying to do photo shoots, particularly for hair color or product campaigns. Products had to be shipped in, studios had to be rented out, and sometimes hair color was washed out in the bathroom, which didn't bode well for photo-ready results. At The Ammon Carver Studio, brands can photograph the entire how-to process for hair coloring or styling campaigns in a professional salon that also boasts state-of-the-art photo and digital equipment.
4. In fact, there's even a good reason why there's no receptionist.
There's no need for a receptionist since guests handle all their booking and transactions via the Ammon Carver app or on ammoncarver.com. 'We're in a day and age right now where everything is so low-touch,' Carver says. 'You have Uber, you have Seamless-so we created the Ammon Carver app.' Carver goes on to explain that while online booking is nothing new, what is new is that you can save all of your personal and billing information securely on the app for an easier checkout. 'It's a sexier way to leave and it's easier, but you can also share the photos you want with your stylist prior to [the appointment], and you can store photos in the gallery,' Carver explains.
5. Speaking of that app, you can even shop online for salon-quality products you can't get anywhere else.
Carver tells us that his app is the first time L'ANZA products are available online. L'ANZA Healing Haircare repairs hair by locking in proteins, minerals, and moisture and protecting against future damage. The latest line of products, L'ANZA Healing Haircare Kertain Healing Oil, comprises everything from a shampoo to a finishing spray and is formulated with four botanical oils.
6. You'll need to become a member before you book.
All Ammon Carver Studio customers must become members and agree to certain terms and conditions before they book an appointment, so that they're not posting Instagram snaps of a top-secret photo shoot. If the members-only concept seems too intimidating, Carver cautions that it's not: 'I'm not exclusive-anybody can come get their hair done, but when you're here you have to play by the rules.'
7. The salon/photo shoot concept doesn't just benefit customers and brands.
The hybrid space serves as a good way for stylists at The Ammon Carver Studio to get experience. 'A lot of stylists here in New York City have dreams and aspirations of becoming that photo shoot session stylist, but it's hard to do when you first start-unless you have images to show prospective clients, you don't get work,' Carver explains. 'So what I'm saying is come work here, I've built a couple of relationships with modeling agencies that have new girls coming in all the time and need new pictures, too, and I say okay, once a month, you guys will have a shoot day, where I'll provide hair and makeup.'
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