Lynx wants to shed its association with teenage boys and boost its credibility in the fashion and style space so it's opening a “social club” called Style Space in Sydney's Darlinghurst to encourage people to “celebrate, enable and express effortless individuality”.
Style Space will be open for two weeks, with experts on music, gin, design, hair, scent and styling on hand to offer tips. It's described as being the meeting point between a local bar, barber shop and gentlemen’s lounge.
The venture has been developed by Lynx' media agency Mindshare and is a partnership between Lynx, Vice and fashion portal D'Marge.
It opens 12 November, 5pm to 10pm.
The Unilever-owned brand has also developed a content series called “coolest guy ever' that will run on Vice, featuring musicians including Jared Swiley from the Black Lips, Monte Morgan and Harvey Miller from Client Liaison and Stella Mozgawa from Warpaint, all talking about who their “coolest guy ever” is.
Barber Patrick Casey of Cleveland’s Salon and Café will be offering professional shaves, and a fragrance station with help men pick a man scent.
There will also be talks hosted and Sydney DJ's including Canyons DJs, Ariane, Lady Shave, Black Vanilla DJs, and Captain Franco playing out, and specially-created cocktails designed by Matt Linklater of Sydney bar Bulletin Place.
“Lynx has always understood what’s important to guys. We know that personal style is more and more important to Australian males so when it opens in November the Lynx Style Space will be a celebration of style and grooming as a really interesting expression of who you are,” says Lynx director, Jon McCarthy.
“We are really excited about the Lynx Style Space as it is a great example of paid, owned and earned channels all working effectively together to deliver a very unique experience for our LYNX audience,” says Mindshare CEO Australia, Katie Rigg-Smith.
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