It had been a long day, and the prospect of checking out a new boutique—making the day even longer—did not exactly appeal. But duty called, and so I hiked down to SoHo to see what Haute Air was all about.
Forty-five minutes later, I was a new woman.
First, the environs: a soothing blue and white color scheme. Deep, snowy chairs; shabby-chic cabinet, hardwood floors, blue hydrangeas blooming from wall vases, milk-hued chandeliers hanging from a robin’s egg-colored ceiling, mirrors with painted white frames. It resembles something that 18th-century architect Robert Adam might have done—if he’d designed hair salons.
Haute Air
For Haute Air is a type of hair salon, specifically a new sub-species called the “blow-dry bar.” That means it sticks to shampoos and blow-outs (augmented with a roller or two): no cuts, no color, no curling irons. The blow-dry is a flat $45; they also offer a few treatments and seasonal stylings (i.e., feather extensions) that cost extra.
After getting shampooed, I sink into a ‘60s Mod square chair (quite comfortable, compared to many a hard salon swivel chair I’ve endured) at one of the stations. I’m plied with my choice of tea, cappuccino or Champagne, and French macarons. There are iPads instead of the traditional magazines to browse, or you can chat about which products from their Bumble & Bumble line that are best suited for your type of hair.
Although appointments are taken, the pint-size shop reserves room for walk-ins. And while the aim is to provide what owner Gigi Arjomand calls “a quick lift” to one’s locks, she also aims “to create a social club”-type atmosphere. “I want people to come in, have a drink and a treat; get their hair done, then hang around, chatting, checking their e-mail.” To that end, she hosts periodic cocktail parties during store hours, which are currently 11 a.m. -8 p.m., six days a week (and until 6 p.m. on Sundays). There are a few trinkets to buy, too.
The idea for Haute Air grew out of Gigi’s own experience: Adorned with a long, light-brown mane, she grew up in Sweden having her hair professionally blown-dry (“I’ve been getting them since forever”) and often (“once or twice a week”) and figured other women would like to do so too, without spending the large sums full-service salons often charge.
Funny how things come full circle. For all its modernity, for all the iPads and Keratin treatments and fashion extensions, Gigi’s concept of salon-as-social-club reminds me of my mother’s day, when women had standing appointments at the beauty parlor each week, to get coiffed, to chat and just have a bit of time for themselves. Only Mom never got a flute of Champagne to go with her ‘do—let alone a macaron.
Haute Air, 20 Thompson St., at Grand St., 1.212.966.0200, www.hauteairsoho.com