The new Glossier store in New York is a sophisticated upgrade for the beauty brand, with a tempered palette and a subway-inspired layout
The zeitgeisty beauty brand Glossier has returned to its home turf of New York City with a new flagship store, not far from where it first put down IRL roots with itsin 2018. Although that space quietly closed in 2020 – a casualty of the global pandemic – its new and improved iteration is bigger, and arguably better than before.
Running through the length of the main room, a pair of 15ft-long dining-inspired tables, decked out with the brand’s patented wave-shaped product trays, both visually and physically invite visitors to try and feel the products on offer. The eye-catching assortment of covetable lip balms, skincare, make-up and bodycare collections, are on full display, intuitively interspersed by mirrors, so both fanatics and newbies to the brand can feel comfortable in the communal setting.
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