Conceived and led The Shop, a one-day barbershop experience transforming Billionaire Boys Club’s SoHo flagship into a destination for grooming, skincare, music, and community. Developed to support the collaboration’s second release, the concept connected cultural storytelling with product discovery, organic content, and retail engagement.

Brand Strategy | The neighborhood barbershop provided a familiar setting for introducing skincare as an everyday, shared ritual. Complimentary shape-ups offered an accessible reason to visit, while DJs, cocktails, and games encouraged guests to stay, interact, and spend time with both brands.

The experience placed the collaboration within the service itself, making the eye masks a recognizable visual signature across grooming, photography, and guest interactions.

UGC & Takeaway Strategy | The playful “I cheated on my barber” narrative gave guests a story to carry beyond the event. The takeaway strategy paired complimentary eye masks with an “apology gift” concept, expressed through branded bags and printed cards designed to be photographed, shared, and gifted.

Custom newspaper storytelling, barber profiles, and takeaway Polaroids added personal and collectible elements. Together, these touchpoints were designed to encourage guest-created content and extend brand visibility beyond the flagship.

Conversion Strategy | The concept connected participation with opportunities to shop. Product sampling encouraged trial, while QR-linked collateral provided a direct route to the collection. The proposed queue system incorporated a 15% retail incentive, turning wait time into an opportunity for discovery and purchase.

Each element served a distinct purpose: services attracted participation, programming encouraged dwell time, takeaways prompted sharing, and shopping links reduced friction between the experience and the product.

Leadership & Execution | Owned the original concept and led development through launch, aligning internal teams, Topicals, production partners, and vendors around a cohesive vision.

Scope included creative and environmental direction, programming, branded collateral, production oversight, budget allocation, and content strategy. Directed priorities and approvals across the physical experience and campaign assets, with capture planned to support storytelling beyond event day.

Impact & Concept Extension | The Lede Company’s tracked attendee coverage recorded 901.9K+ impressions and $12K+ in media value, representing a subset of the activation’s social output.

Following the New York activation, Topicals independently adapted the barbershop concept for a London pop-up, extending the original idea into a second market.