By Hadley Keller.
In its meteoric rise to cult fandom, beauty brand Glossier may have its already iconic branding to thank as much as its products themselves. Since its founding in 2014, the brand’s clean, graphic, no-nonsense packaging has made it a favorite of everyone from beauty bloggers to makeup-averse skin-care fanatics of the more practical variety. Today the company, which operates a showroom on the penthouse of its New York headquarters, made its latest foray into brick-and-mortar territory with the launch of a concept shop that blows out the brand’s subtle vibe into a fabulous, lush store space.
Opened in timing with the company’s debut fragrance, Glossier You, the space is—in the fashion of today’s brand-conscious e-commerce companies—not only a store but an “offline experience.” This one, though, is truly experiential. Lush pink carpets with pops of magenta furniture and interactive mirror displays make it feel like something of a hybrid of a modern boudoir and a high-fashion funhouse.
Read more at Architectural Digest.