The Old Spice Barbershop will also serve as a store, digital content studio and test lab for new product development.
Company owned Procter & Gamble men's personal care brand Old Spice plans to open an unusual space in March 2020 that will serve as a men's hairdresser. The official opening is scheduled for March 1, the barbershop will operate in Columbus, Ohio.
Visitors to the establishment will be pleased with unusual interior details, such as the reception desk, made in the form of a half wooden boat, reminiscent of the popular Old Spice advertisement. Also an interesting detail will be 3D models showing different hairstyles.
The main purpose of the establishment will be not so much the provision of hairdressing services, but the fact that the barbershop will serve as the basis for creating a variety of content. The space is equipped as a full-fledged functioning studio for shooting digital content, which will then be broadcast, including on social networks, in real time. It is also planned to present various novelties and test new products here, which will make the institution a kind of laboratory for the brand's products.
A variety of specialists, hairdressers, cosmetologists, stylists will be invited to the Old Spice barbershop, who will help clients, and these will mostly be famous actors, athletes and musicians, improve their personal care and provide a number of useful tips and recommendations. The studio will host a variety of interactive events and meetings that will revolve around men's grooming.