• Barbara Watson

Launch in the Mix 07: Opening Week

It’s finally here. Opening Week. Time to wash that pandemic right out of our hair with a cut and colour, sweat out a lifetime of lockdown at the gym and whet our whistles with what will be the most perfectly poured pint in the history of man. This week has been a long time coming, so we’re not beyond hyperbole.

As we come out of our four-month hibernation, blinking into the spring snow (inclement weather was not part of our comeback plan), us Launchers have been quick off the mark, booking up salons, spin classes and Soho eateries with admirable commitment to supporting the brands we love best.

And as our diaries fill up once again, we’ve been heartened to see that some brands have used our prolonged absence to build a better homecoming for us; beckoning us back with the promise of brighter experiences which will help us shed our Netflix and Deliveroo dependencies faster than you can say ‘get me to the hairdressers.’

Retail royalty Selfridges has just launched an ‘Experience Concierge’, a new service which taps into some of the passions we discovered in the pandemic, offering floristry workshops and skateboard sessions in store. Whilst gym bunnies will be wasting no time getting back in the fitness saddle with their SoulCycle collaboration, offering al fresco spin classes to the hardy - come rain, shine, or snow.

Heineken perfectly read the mood of ungroomed Brits anxious to look sharp for their grand re-entrance to social life, with the promise of free haircuts with their pints. Whilst comedy channel Dave offered a flat pack pub to lend a hand to those too slow to nab a coveted booking at their local boozer.

Meanwhile, Homebase’s announcement that they will be installing mini garden centres in Next stores from this month shows we're now living in a gardener's world, having spent the last three lockdowns tending to our home turf.

Whilst our hair has grown, so too have our interests and the brands owning Opening Week are the ones bringing us better post lockdown experiences reflecting our change. And whether we reached for the scissors, the pints, or the dumbbells this week, how brilliant has it been to experience something a bit more like life once again?