To launch a new understated grooming range – Lynx Black – and convince our audience that the brand has grown up, we developed a physical space that was an escape from the noise and excesses of urban life – Black Space. It was a place where guys could attend stripped-back, authentic events such as gigs, film screenings and talks. They could even get a haircut and enjoy a coffee. We live-streamed all events through Periscope using a multi-angled camera, all from within the walls of the Lynx Black Space. To create and amplify events at the venue, we created ads in Shortlist, OOH ads around Shoreditch, proximity SMS broadcasts and live window drawing controlled by Twitter.