THE WHAT? Procter & Gamble-owned Old Spice has opened its first barbershop and retail location in Ohio, U.S., with the space also acting as a content studio. 

THE DETAILS The flagship barbershop is the first bricks and mortar space for the brand, and will also have a retail store and test lab to develop new products. 

The space will have instagrammable features such as a wooden boat as a reception desk and 3D models of hair cuts and styles, with the concept studio available for visitors to create and share social media content. 

Offering a residency program for celebrity barbers, they are able to host clients and meet and greet appointments as well as shoot social media content.

THE WHY? The barbershop has been created as a way for the brand to directly engage with consumers post-pandemic, bringing back experiential experiences that were soaring in popularity pre-GVC. 

The development comes as part of P&G’s ‘constructive disruption’, which is the company’s drive to quickly switch strategies to adapt to changing consumer demands.