Off&On is a barbershop that caters to fashion-conscious, young men who want stylists that understand the latest trends in men's grooming. That's what Off&On is on the outside. To the privileged few in the know, behind the facade of the barbershop lies one of Beirut's best kept secrets: an underground after-hours club.
The final outcome of the website and its user experience and journey became an exact replica of the brand's real life experience on the ground. At first the user was welcomed onto the site by the barbershop, just has they are in the real world. Even navigating the site gave no indication that was anything else hidden behind the facade. However, for the curious and perceptive, they would notice that one place on the site didn't feel quite the same as everywhere else and if they were inquisitive enough to investigate, they would be rewarded with the door opening onto Off&On's alter ego venue.