For those unfamiliar with the internet phenomenon that is Glossier, the democratically geared cosmetics brand has made a name for itself with its line of straight-talking skincare and make-up that embraces what nature gave you, rather than working against it. Founded by a former editor Emily Weiss in 2014, Glossier has since garnered fans (and mania) from all over the world, with its eye-catching packaging and intuitive, efficacious product offering. From its succinct line of universal lip and cheek colours, and instantly gratifying trio of facial serums, to its line-inducing pop-up shops that draw crowds regardless of locale, Glossier rarely puts a foot wrong.
This week, the predominantly digital brand plants a new flag as it continues to blaze its trail – the opening of its first permanent boutique in New York City. Located on the fringe of Chinatown in Manhattan, Glossier’s new retail presence occupies the second floor of its original headquarters - hot off the heels of moving its corporate office into a new space designed by Rafael de Cardenas’ Architecture At Large (and featured in our November 2018 issue.)
Designed by Gachot Studios with architecture by Miriam Peterson of P.R.O architects, the Glossier flagship store is a celebration of the empowered youthful femininity that has come to define the brand. Accessed via a curved, white-tinted plaster entry portal and a moody red quartz and burgundy pebbled staircase, visitors make their way up to the second floor where a predominantly pink space, peppered with soft, organic forms showcases its entire product arsenal.
On custom-designed wave-shaped product trays, tubes of mascara, highlighter and cheek colour are simply arranged. Windows facing the street are covered in white Barrisol scrim, diffusing natural light through the space, while still maintaining a sense of privacy. The rough plaster finishes of the testing stations are juxtaposed by bountiful flower arrangements by the florist Brittany Arch, and large mirrored surfaces. At one end of the shop floor, an undulating, 23 ft long sofa in bright lipstick red serves as a communal point where visitors can relax, stay and partake in the community that Glossier has cultivated around itself. Around another mirrored corner, a quartet of sinks and brightly lit mirrors provide a safe haven where visitors can experiment with all the products with reckless abandon.
Once products have been chosen and purchased, orders are packaged behind the scenes and delivered by way of a suspended conveyer belt to a concierge-style pick-up counter. In such rose-tinted environs, it won’t be possible to leave empty-handed. §
