Shoreditch, as any groovester will tell you, is hot, hot, hot – and it just got a teensy bit hotter, now that Percy & Reed East has opened, in the premises of a former tomato and banana importer. Paul Percival and Adam Reed live near Fournier Street (it’s the heartland of hipsterdom), and have done a beautiful job converting the Spitalfields building:  it’s kitted out with vintage and retro furnishings and the original office is now the back-wash area, with towels stored in the safe!

Terrariums are everywhere (terrariums, you need to know, are v-e-r-y ‘now’) – and actually, this is the thinking person’s salon:  read famous quotes while you wait, or sit and wallow in one of the books they’ve supplied. It’s not entirely a Grazia-free zone, but we’re liking the literary salon-meets-hairdressing salon vibe.

If the number of entries to our recent Beauty Bible/Babyliss/Percy & Reed prize draw are anything to go by – thousands of you! – it’s going to be an instant hit.

And yet another reason to pull on your grooviest gear and go East…

PS  There’s probably a good reason why both bananas and tomatoes were imported together.  Put a bowl of ripe tomatoes next to a bowl of underripe bananas, and they’ll be edible sooner.  Oh, there is no end to the factoids which clutter our beautiful minds…

Percy & Reed East, 1 Fournier Street, London E1 6QE/020-078 0780