GLOSSIER STORE NEW YORK

Whilst visiting New York early this year I was able to visit the Glossier flagship store in Soho, I had never been in any Glossier store and had heard great things so I was excited to visit the store.

Even the outside took my breath away, it was so simple yet so beautiful with the fogged glass and small logo in the centre, even the door handle was this amazing pink crystal. It looks so clean and fresh but also sophisticated, an amazing entrance to the store I feel. As soon as you walk in there was this gorgeous pink staircase which was lit up around the edges making it look very elegant and grand. The walls and ceiling are a very light pink so they don't take the attention away from the grand staircase. As you come to the top of the stairs there was this little seating area with two pink chairs, they look almost like cement structures and then in the middle was a white layered table with gorgeous pink and red flowers, giving that natural essence to the area. Also the mirror opens up the space as there are no windows and the lights on either side create the image of a vanity table.

When you walk through to the main store section it is filled with these testing tables, with all of the products on show and tubs of single use applicators and resolving mirrors. I absolutely love this aspect of the store, makeup is such a hard thing to purchase as you don't know how exactly it will work with your skin type or colour but being able to actually test it out on your

face in a sanitary way is so helpful. Especially as there isn't many Glossier stores around so you usually have to buy online and wouldn't be aware of how it works. They really focused on all the small details of this, with all of the products having a spot on the table that they slide into perfectly. All of the products were clean and in line, the store was very well maintained at a high standard. All of the staff were wearing these light pink boiler suits which made them stand out and look very uniform and put together, they were all so lovely and would always check if you needed any help.

To the side of the main room was this bathroom which was filled with all of their skin care products. This is such a great way of presenting the products, they all looked so put together and it really felt like you were in someones bathroom. The two sides of the room mirrored on another with the two sinks and lined up products. The counters were a grey granite with some smaller rocks on top displaying products which really added to that natural branding.The one side had shelves and products covering the mirror, the products were in the shape of those Glossier sells but plain white packaging, this was a great way of displaying the products but keeping it very minimalist because if they had all the colours and writing on the products it could have been very overwhelming and compact and ruin the aesthetic. On the other side there was a full mirror lit up with vanity lights which made it a great photo op. At the end of this room was a hung up boiler suit which all of the staff were wearing and then on the other there was this mood board of Glossier. There is pictures of the products, models, colour palette and natural beauties such as flowers, I feel this mood board perfectly represents Glossier and their brand.

At the back there was this photo room, the walls were painted also like pink clouds in a blue sky, very natural and beautiful. In the walls were oversized products, the 'cloud paint' which name fits perfectly with the wallpainting. There is a few collums which are lit up to create a great lighting for photos and also a mirror covering the whole of one wall. Gen Z are all about taking photos and sharing things online so this is the perfect way to get them interacting with the brand and taking the store online. The logo is printed on the mirror and on the products in the wall, so if anyone takes a photo they are sure the get the branding in shot.

One of my favourite things about the store is the purchasing process, there is no check out. All of the staff walking around are equipped with a tablet which when you go to them they fill out your details and what you would like to buy. They also take your payment and then send your order to dispatch. There was so many staff members it was easy to grab someone and make your order quickly and easily. I brought a lip balm because I wanted to experience the process. As you are walking out there is a conveyer belt coming from above which the bag of orders come down on and are collected by the staff at the bottom and they call out your name to collect.