Glossier is replacing its former New York City showroom with an official flagship set to open on Nov. 8. The two-story, 3,000-square-foot retail space located at 123 Lafayette Street is decked out in Glossier’s usual color scheme of blush pink and crimson. To round out thr Insta-friendly interior, the cool-girl cosmetic company’s first permanent outpost will also feature an experiential “Boy Brow Room” and offer shoppers the ability to hang out with offline editors as they test and shop for products.
Much like the brand’s showroom, which debuted in December of 2016, the flagship is fully outfitted with Instagram-friendly aesthetics. The store greets customers with a vibrant red staircase — a stairway to Lash Slick and Cloud Paint heaven — with a bouquet of anthuriums at the top. Around the corner, circular tables showcase each product.
The aforementioned “Boy Brow Room” pays homage to the brand’s best-selling eyebrow filler with giant tubes of the product artfully arranged in front of floor-to-ceiling mirrors, which is perhaps an effort to generate as much selfie content as the old showroom’s “you look good” mirror once did. There are also bathroom-style sinks and towels for shoppers to wash their faces or try out skin-care products. Brightly lit shelves of plaster cast versions of Glossier products — strictly for decoration purposes — sit atop the sink and givea nod to Into The Gloss‘s “Top Shelf” series.
It’s a big week for Glossier. In addition to announcing the flagship, the brand is also debuting an “updated” version of its Generation G lipstick on Nov. 7. The revised formula will be similar to its predecessor in that it delivers the same just-blotted look without the need for actual blotting and will also remain available in the same six shades already for sale. As for how the formula has been updated or improved, Glossier is somewhat sparing on the details as of now.
Take a peek inside Glossier’s new flagship in the gallery below.
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