The internet juggernaut partnered with an independent London salon, Neville Hair & Beauty, to open a 1,500 square space hair salon in London’s Spitalfields neighbourhood to demonstrate its hair care products and technologies. The salon will offer services for adults and children, including cut, colour and styling, and guests will be able to try out hair colours virtually through augmented reality or scan and purchase items on the salon’s shelves.

The salon will be open only to Amazon employees at first, and the company said there are no current plans to open additional locations.

Amazon is investing in beauty, one of the most important categories on its marketplace, and said the salon supports the recent opening of a professional beauty shop on its platform in the UK, designed to sell products and tools for salons. It has opened other retails formats in the past, including grocery stores and shops featuring highly rated Amazon products.