Reid originally founded the WAH Nails salon in Dalston in 2009, taking inspiration for her nail art products from a unique blend of fashion, street style, art and technology.
Set across two floors at 4 Peter Street, the Salon will offer a play and discover experience for guests, with Virtual Reality experiences, nail printing and a product testing zone.
While customers enjoy their unique nail treatment, they will also have the opportunity to sample a cocktail from the salon’s very own bar.
Aiming to create a ‘salon of the future’, Reid and the team are combining digital, retail and social media with the new salon and ecommerce offering, in a bid to connect with the brand’s active following of millennials.
Sharmadean Reid of WAH said: "I chose to open my WAH London flagship in Soho as this area has created so many memories for my life in London. From studying at Central St Martins college of Art to my first job on Shaftesbury Ave, to me Soho IS London.
"I love the existing locals as well as the next generation of entrepreneurs and I’m extremely excited to be part of the community of Soho.
"I am looking forward to bringing this new innovative concept store to the area when trends historically have started."
Samantha Bain Mollison, head of group retail and strategy at Shaftesbury added: "We are delighted WAH Nails have selected Berwick for its flagship concept.
"The brand will sit perfectly alongside our fashion and lifestyle Soho portfolio including BLEACH, Lights of Soho and latest cult trainer brand, Axel Arigato."
Our BQ Bulletin emails will land in your inbox at 7.30am, Monday to Friday, with a mix of the latest local business news, national news, and features to inspire you. Sign up here!
Click here to read our privacy statement