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
A flagship, cartoon-like store, featuring tinned Portuguese sardines. The decor is Phileas Fogg meets Circus, and the inescapable reality of canned fish is dressed up as a humorous, gifting experience...
A three-floor, 23,000 square foot experience with a Reserve on the ground floor, their first Restaurant on the first floor, and a bar-cum-training-cum-experience area in the basement.
Veteran DNVB's showcase store still delivers a combination of product delight, swagger, fun and welcome.
A reimagining of a toy store: child-centred, but adult-savvy. Combines the theatre of a 'secret behind the scenes' area and incredible staff, and a buzz like an affluent Soft Play afternoon.
Similar shops
"Elevated" is the watchword - for the design, services and experience in this physical embodiment of "democratic, approachable and inclusive luxury" with 'safari and travel' roots.
British architect Sophie Hick's minimalist take on Alaia's move from wholesale to D2C.
Samsung goes one further than the Apple Store
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.
Aspirational furniture and interior design at the hotel-meets-oligarch level! Lovely building, rooftop cafe and views.
Brand-defining chic showroom that makes the car a star, alongside a basement presentation area, a Korean restaurant and rooftop library.
