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Gillette
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 extensively developed brand book provided by Havas set the tone for the creative vision. The request to DisplayWise was that it be translated into every element of the build – essentially requiring the design team to morph a 2D concept into 3D form.
The site selected would require a complete fit-out for it to emulate the proposed objectives and creative vision. And whilst the heritage nature of the site came with its own set of challenges, it was the transformation from retail space to barber shop that added an additional element of planning and construction, including the installation of new plumbing.
Service | Brand Activation |
|---|---|
Client | Havas Sports & Entertainment |
Brand | Gillette |
Event | King C. Gillette Pop Up Barber |
SOLUTION
The DisplayWise design team were quick to develop a concept that created an uncanny resemblance to the creative put forward. The build concept was designed to bring the King C. Gillette brand book to life, with a curated inclusion of exposed brick graphics, walnut countertops and a collection of Chesterfield style furniture featured throughout. Both the interior and exterior of the site were transformed by the indulgent use of the Gillette colour palette. The façade, awash with the brands’ iconic Midnight Blue, was offset with the application of copper graphics applied to the sites’ front window, awning and entrance steps. With the site being heritage listed, the fit-out solution applied was developed to ensure it met local council requirements and the application process to gain approval was solely managed by the DisplayWise Project Management team.
RESULT
The King C. Gillette pop up barber shop was in full force for the month of November, attracting a dynamic mix of locals and influencers who stopped by to join in on the fun. The unique activation received a commendable amount of exposure via many media channels and the design translated with striking appeal when featured throughout.