Havas for King C Gillette
THE CHALLENGE
Havas Sports & Entertainment reached out to DisplayWise to design and fabricate an authentic style pop up barber for their client King C. Gillette at Sydney’s iconic Bondi Beach. The extensive brand book provided by Havas set the tone for the creative vision which required the DisplayWise design team to translate this essence into every element of the build.
The chosen site required a full fit-out to bring the design concept to life. While the heritage nature of the building posed unique challenges, the bigger task was transforming it from a retail space into a functioning barber shop—complete with new plumbing and other specialised construction needs
Service | Brand Activation |
|---|---|
Client | Havas Sports & Entertainment |
Brand | Gillette |
Event | King C. Gillette Pop Up Barber |
THE SOLUTION
The DisplayWise design team quickly developed a concept that would translate the King C. Gillette brand book into a tangible experience. Every detail was considered to reflect the brand’s timeless sophistication—from exposed brick graphics and rich walnut countertops through to the carefully curated selection of Chesterfield-style furniture that anchored the space with heritage charm.
The transformation extended beyond the interior, with the site’s external façade also showcasing an unmistakable statement of the brand. The store front was painted in Gillette’s iconic Midnight Blue and accented with striking copper graphics across the front window, awning, and entrance steps. Given the heritage listing of the building, the design and fit-out were carefully tailored to comply with council requirements.
This delicate balance of creativity and compliance was managed end-to-end by the DisplayWise Project Management team, who oversaw the approval process to ensure the vision was realised without compromise.
THE RESULT
The King C. Gillette popup barber shop came to life for the month of November, perfectly timed to coincide with Movember and the brand’s affiliated partnership to raise awareness and funds for men’s health.
The activation drew in a lively mix of locals and influencers, with demand far exceeding expectations and quickly becoming a favourite amongst Bondi’s famously bearded locals. With its bold design and immersive brand experience offering, the pop up also generated significant media attention with King C. Gillette’s category position growing by 147% in the Australian retail sector.
Inspired from the King C Gillette’s experience?