The men’s grooming brand will open a new concept store that will feature a barbershop, retail store, content studio and laboratory.
The new concept store is set to open on March 1, 2021 in Columbus, Ohio and will feature a classic look, with iconic Old Spice murals and images adorning the walls. Alongside the traditional men’s growing services and retail offering, the location will feature a functional content studio where the brand can capture and distribute real-time social content, such as barber tips and funny stories.
The barbershop will welcome celebrity barbers each week, who will each be invited to bring their talents to the location for a weekend to shoot content, create iconic hair styles and lead informative sessions for guests.
Leif Edgar, Old Spice Brand Director at Procter & Gamble, commented: “Old Spice is turning the traditional barbershop on its head by welcoming guys into the Old Spice universe for a real-life experience with the brand they know and love. Every single detail from the front desk to the mural in the back of the shop has been created for a truly memorable experience as we help our guys navigate the seas of manhood with the perfect haircut, style and hair grooming products.”
