Old Spice Barber Shop will also serve as a brand store, digital content studio, and experience lab for new product developments.
Procter Gamble-owned men's grooming brand Old Spice plans to open an unusual retail space as early as March 2020 to serve as a men's barbershop. Scheduled to open on March 1 officially, the barbershop will operate in Columbus, Ohio. Visitors to the establishment will enjoy unusual interior details, such as a reception counter made in the form of half a wooden boat, reminiscent of a famous Old Spice commercial. Another interesting point will be the 3D models that show different variants of hairstyles.
The institution's primary purpose will not be to provide hairdressing services but will be a barbershop as a base for creating new content. The space is equipped as a fully functioning studio for the shooting of digital content, which will then be broadcast, including in social networks, in real-time. It also plans to present a variety of new products and test new tools, which will make the institution a kind of laboratory for branded products.
The Old Spice barbershop will invite industry professionals: barbers, beauticians, stylists who will help customers. It is mostly famous actors, athletes, and musicians, to improve care and provide helpful tips and advice. In the studio, there will be various interactive activities and meetings, which will revolve around self-care for men.