The new destination opens on the back of Glossier’s return to the high street with its Seattle store, which followed the brand’s closure of all of its retail outlets due to the pandemic
Glossier’s highly anticipated return to retail is beginning to take shape with the opening of a new store in Los Angeles.
Last week, the digital-first brand inaugurated a new West Hollywood destination, near its former store on Melrose Place.
Designed by Glossier’s in-house creative team, the space takes inspiration from classic Hollywood studios and champions beauty discovery with its display tables and try-on areas.
In keeping with the brand’s pastel pink packaging, the new space is a mirror of Glossier’s former stores, dressed in the iconic colour.
Unlike its predecessors, however, the new outlet is on a scale much larger than the brand’s former stores.
Taking up almost the entire block, the space features Glossier’s version of the Hollywood sign and plays host to giant make-up ‘props’ including a 17-foot tall Boy Brow product and Glossier ‘Globe’.
The new destination opens on the back of Glossier’s official return to the high street in August with its Seattle store, the first of its ‘new version’ shops, which followed the brand’s closure of all of its retail outlets due to the coronavirus pandemic in 2020.
On 13 March last year, Emily Weiss, Glossier’s CEO, made the announcement via the brand’s Instagram account and in a blog post that the brand would no longer retail out of its handful of stores.
We’re not alarmists, we’re realists, she wrote at the time. While this may not be the right decision for every company, it’s the one where we feel we can make an impact.
She wrote: To fellow business owners, remember your core values during this time – this is when they matter most.