In a nutshell
Veteran DNVB's showcase store still delivers a combination of product delight, swagger, fun and welcome.
In their words
"At Glossier, we make products inspired by real life, embracing the ethos of Skin First. Makeup Second™. We believe beauty is about having fun, celebrating freedom, and being present. No matter where you are in your beauty journey, you look good."
"Glossier, Inc. was founded in 2014 on the belief that beauty isn’t built in a boardroom—it happens when you’re a part of the process. We got our start with Into The Gloss, a beauty website devoted to people sharing the products they love, and our source for inspiration and information.
Now, we’re building the future beauty company where everything we make starts with you. We create the products you tell us you wish existed. We believe in thoughtful design, and enabling conversation (which is where it all starts). But most of all, we believe that beauty is about having fun, wherever you are in your journey."
Visit Field notes
This is their second Soho store, having moved a couple of years ago from the Lafayette 'original'. For students of Soho store tours you will note that this store was formerly the Amazon Four Star store, so there's a 'terroir' of digital-first brands taking the space.
The store is unrecognisable in its new decor: distinctive and on-brand with white-out windows, peep-holes to glimpse inside and a fun animatronic in the window (both to catch the passing eyes and no doubt entertain the queues when the store is full).
Inside the store is large, busy and bright. The design is inspired by the New York Subway (read "white tiles floor to ceiling"). Men can wait in the 'mobile creche' if they're not trying the makeup themselves...
There is a buzz of no-holds barred trying, experimenting and sharing - there's a mirrored 'instagram area' for the all-important selfies and social amplification.
Staff are engaged and friendly.
Other Reading
Time Out's review: https://www.timeout.com/newyork/news/see-inside-the-beautiful-new-glossier-store-in-soho-021623 and WWD's review is: https://www.wallpaper.com/fashion-beauty/jw-anderson-pleasing-capsule-collection-nail-polish
For historical comparison, here's the more 'cosy' inaugural NYC store (now closed): DeZeen: https://www.dezeen.com/2018/11/13/glossier-flagship-store-soho-new-york-gachot-studios-pro/
LAST VISITED
20/11/2024
Added
2023
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