Ah, to be king for a day.
Not just any king—THE King.
Over the weekend at North Coast Music Festival in Chicago, the American Crew Blue Suede Barbershop jived its way onto festival grounds at Union Square Park. Festival-goers could get groomed by local American Crew stylists in between sets or during the DJs, rappers, rockers and other artists who weren’t on their schedule.
In celebration of American Crew’s new release of Elvis Presley-licensed products, the pop-up barbershop, set up by Sandbox Marketing this weekend at NCMF and at various locations across the country over the summer, featured these products in action.
Two 1950’s-themed vintage-style barber chairs were set up for cuts and styles, along with a front check-in area, waiting lounge and custom-built product display. The styling area also consisted of a back bar and carts for product and styling accessories, a Jack Daniels spray bottle and décor branded with “The King” logo and Elvis-era inspiration such as checkered floors.
To make an appointment for their free cut, concert-goers used the Square Appointment app, which reminded them of their appointment while they were jamming out in the crowd or grabbing a bite to eat. Additionally, there was a standby list in case of no-shows.
Guests could choose from three styles inspired by The King and the ‘50s: pompadour, crop cut and long American, or go with their own look. Brand ambassadors were on site educating people about products, styling techniques and more. The pop-up had a step and repeat for freshly-groomed guests to snap a photo to post on their Instagram account, and then tag @AmericanCrew and use the hashtag #TheKingofMensGrooming or #BlueSuedeBarbershop. If guests did this, they got an assortment of product samples that had instructions how to use the product to create their Elvis-inspired look at home.
The pop-up saw much success, with virtually every 30-minute appointment being filled by guys waiting to be groomed. Pampering in an unexpected place, and fit for the King.