I'm happy that you're following the business of Bliss so closely that you know the newest, the next, and the 'need a Bliss'. While the 'hipness factor' always helps, it's rarely a big figuring factor in our decisions of where to next 'dig up dirt' and set up a spa. Why London? Over the past few years we've had a constant contingent of British visiting Bliss. Not only have they been wowed by our waxing, marveled over our massage, and beaten down the door for our body treatments, they really seemed to 'get' our slightly sarcastic sense of humour. And in London, great spas are...scarce (when measured by square mile). The left coast (L.A. or it's northern neighbor) will soon be on Bliss's 'have to' hit list. For us, however, each new Bliss has to be better than the rest, so we're taking the time needed between projects to ensure perfection. Thanks for asking.