INSIDE

Tucked away in London’s Soho, Joe and Co offers a stylish sanctuary away from the hustle and bustle of the city. MB chats to owner Joe Mills

JOE AND CO 26 PETER STREET SOHO LONDON

WHAT WAS YOUR BUDGET FOR THE INTERIOR?

As this was a top to bottom refurbishment, we had to really go in to a lot more construction than a usual refit. In the end, we spent around £60,000 for the whole project.

WHEN DID YOU OPEN?

We originally opened the doors at Joe and Co back in 2010, but we have moved locations within the same street in Soho several times as the business has grown.

HOW WAS THE RENOVATION PROCESS? WHAT CHALLENGES DID YOU FACE?

The largest element was the unit we moved into had major flooding so it needed drying out, then a complete refurbishment. This included new flooring, plaster works, rewiring and plumbing. Then it was a case of adding all of the fixtures and fittings. The upside was we had a completely blank canvas so the options and opportunity meant we could really work with the space we had and think about things differently. The biggest challenge was managing builders, deliveries and the completion date. We work with the same team on all of our projects and they know how I like to work, so this always helps with a project of this size.

WHAT INFLUENCED THE INTERIOR DESIGN OF YOUR SALON? We have evolved over the years and this was reflected in the design and mood boards we put together. This time round we wanted to elevate what we do and the client journey. We wanted to upcycle as much as possible and rework furniture and things we had in storage or vintage items. This all came together over a few days of hard work and brainstorming.

DO YOU HAVE ANY REGRETS OR THINGS THAT YOU WOULD DO DIFFERENTLY IF YOU HAD TO DO IT ALL AGAIN?

None! Only because it’s not our first refurb or project and you learn each time you start the process. Having a clear vision and good people around you really helps.

WHAT MAKES THE SPACE UNIQUE?

It has two floors and each space has its own feel. We thought about the client as much as the barber in how this works. Everything from the client journey to the music we play is thought through.

WHAT’S YOUR FAVOURITE THING?

I am really happy with the acoustic panelling and the cinema seating in reception, but overall, there are so many touches that I think really work well.