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
COMPARE WITH
Started as a vintage store, with sustainability at heart, now a manufacturer and modern brand that also weaves digital and data into the store/changing room experience.
Their third "Forward Store" concept that blends experience, craft, co-creation and sustainability - "repair, remake, resell, and recycle" - in a boutique flagship with quirky design and interaction.
Google's brand/experience offering that makes the Apple Store seem staid and 'last year'.
Veteran DNVB's showcase store still delivers a combination of product delight, swagger, fun and welcome.
Similar shops
A hip-homage streetwear brand from the former brand director at Supreme, Angelo Baque.
Eyewear brand whose stores are like art popups. Consistently collaborative (on projects, co-brands, celebrities and artists), the brand produced prescription and sunglass styles that are not repeated.
Minimal, spacious, architectural embodiment of a tech-first high-performance athletic footwear brand.
Old-Skool pro-tech emporium. Deep stock, deep knowledge, old-school service (knowledgable, grumpy, helpful if you're quick!), with multichannel prowess.
Long-established store exemplifies the Patagonia mix of clothing, staff passion, activism and community activity, with sustainability credentials in a heritage, stripped-back store.
This 2-floor store blends local sourcing, full service, Amazon integration and innovative payments in the burgeoning Hudson Yards area. Best place to see Amazon One (pay with your palm) in NYC.
