We believe that the concept of a retail environment as a Style Editor is a growing trend. Harvey Nichols does this on a grand level in sophisticated department stores across the UK. Now stores like G.Room offer an edited selection of products on a micro level.
Opened recently on the London’s revitalised Carnaby Street, G.Room focuses on ‘male grooming’ mixing ‘beauty’ products such as shaving soap, moisturisers and aftershave with a select range of shirts, suits, cuff-links and even CDs. The use of Ian Flemming books scattered around the store makes it a perfect haven for any would be Mr. Bond.
PSFK agrees that we’ll see a growing trend where store owners, like G.Room’s Michael Pike, will offer a range of products around a demographic lifestyle rather than a product line but we wonder whether ‘male grooming’ as a main focus will be as attractive to men as the G.Room perceives. Don’t believe in the existence of ‘Metrosexuality’: The decision making process to buy ‘beauty’ products is often a difficult and procrastinated one for many men and is heavily influenced by girlfriends and wives who may be less drawn to the heavily male G.Room environment. Nonetheless, we think the store looks great and wish Pike the best of luck.
G.Room Site
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The latest buzz…Crown Royal Barbershop opens in New York City
It’s more than just a haircut
STAMFORD, Conn. – Oct. 6, 2004 – Crown Royal, North America’s premier whisky, announces one month of free haircuts at the Crown Royal Barbershop in New York City.
The Crown Royal Barbershop is a custom-tailored experience designed to bring the American barbershop to life through the eyes of the brand. Open seven days a week, the Crown Royal Barbershop features local barbers, three chairs and a social area. The nearly 1,000 square feet of retail space is decorated in purple and gold, Crown Royal’s signature colors, and is open to consumers 21 years and older on a first come, first serve basis. On select evenings, the space will host private parties complete with cocktails and entertainment.
The Crown Royal Barbershop will be open daily Oct. 15 through Nov. 15, from noon – 9:00 p.m. and staffed by barbers from Levels Barbershop of New York City.
Located at 199 Lafayette at Cleveland Place in the Soho/Nolita district of lower Manhattan, the Crown Royal Barbershop aims to open new avenues of communication with consumers. “Crown Royal is reaching the urban trendsetter through new and unique channels that engage the consumer,” says Michael Fernandez, senior multicultural brand manager, for Crown Royal. “The Crown Royal Barbershop is an interactive billboard. The street level visibility is powerful and the barbershop experience inside is akin to performance art.”
The Crown Royal Barbershop is the first creation for Location NYC, Inc., who provides the space for 30 day limited engagements to companies seeking to offer a special brand environment. Location is a new exciting media experience combining a street level billboard, interactive brand gallery, brand events, sampling and marketing opportunities.
October 19th, 2004 at 2:29 pm