For the European Championship, we designed a unique space for young footballers to come and relax and express themselves in a way we never have.... through their haircuts. Style and appearance is a huge part of footballer’s lives in the modern game, more than ever before. And young footballers and teens are always keen to lead that aspirational lifestyle of their favourite football star. We gave them the opportunity through our pop-up barber shop spaces which were built in Paris, Madrid, Tokyo, Poland and Mexico City.
We divided the space into two, creating an authentic barbers in the front, and a football lounge at the back, giving kids a space to chill, watch football, customise their football boots, and try out different haircuts with the Barbershop app created by AKQA. Each pop-up Barbershop launched with huge energy, and queues of young footballers waiting to get their hair cut like Cristiano Ronaldo, or Neymar. The identity was used throughout the Barbershop viral video also which featured Mario Ballotelli in several different hairstyles before settling on his legendary mohowk.