Lynx celebrates ‘effortless individuality’ with temporary social club

image003Lynx Australia is launching a temporary social club called Style Space in Darlinghurst with the aim of celebrating, enabling and expressing “effortless individuality amongst guys and girls of Sydney”.

Created in partnership with Mindshare, Vice and D’Marge, the social club will run for 12 nights throughout November and will see experts within different “passion points ranging from music, gin and design through to hair, scent and styling” be on hand to help Sydney guys find their own individual style.

Lynx director Jon McCarthy said: “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.”

The partnership between Lynx and Vice will include a content series titled ‘Coolest Guy Ever’ which asks musicians Jared Swiley from Black Lips, Monte Morgan and Harvey Miller from Client Liaison and Stella Mozgawa from Warpaint who their “coolest guy ever” is.

Located in Darlinghurts on the corner of Oxford and Palmer Street, ‘Style Space’ will feature an open bar, it will offer shaves and haircuts from barber Patrick Casey of Cleveland’s Salon and Cafe and a fragrance station.

It will also feature nightly discussions on “effortless individuality”, with speakers sharing their own tips on their own success to style, grooming, gin and music. A number of DJs will also be on hand, with specially-created cocktails designed by Matt Linklater of Bulletin Place also available.

Mindshare CEO Katie Rigg-Smith said:  “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.”

The Lynx Style Space will be open from this Wednesday.


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