Old Spice has officially opened its first retail location. It is a barbershop that doubles as a ‘content studio’ for the brand.
The barbershop will be fully functioning, and Old Spice is offering a residency program for celebrity barbers. Additionally, it will be a way for Old Spice to get direct feedback on products from both the barbers as well as customers, on site.
Additionally, the retail location will also serve as a ‘content studio’ for the brand. The location itself will have the pre-requisite ‘grammable’ features such as a reception desk in the form of a wooden boat. But the location will also offer customers 3D models of different haircut styles and assorted visuals.
Here’s the video ‘announcing’ the barbershop:
From the video description: “Getting a haircut from the Old Spice Barbershop will make you feel like you’re a handsome head in a glorious hair parade. At least that’s what we told ourselves to justify driving this giant handsome head of hair around Columbus to announce the opening of our new barbershop.”
It’s very kooky and goofy, but that’s in line with the Old Spice brand, so it will be curious to see how this is received.
DIRTT Timber is on full display at the new @OldSpice Barbershop – the brand’s first-ever brick-and-mortar location. Kudos to our partner @continental1939 for executing this great project. Learn more: https://t.co/1Vt97kGVbv
— DIRTT (@DIRTT) March 16, 2021
As the country reopens, we will literally have a nation that’s been pent-up and is ready to get outside and try new things. This year will be a great chance for brands to take some risks with experiential marketing and see what works.
