Special after all!A peek into Glossier’s newest giant flagship store

• Glossier is returning to New York with the opening of a new flagship store in SoHo.
• Insider visited the flagship store ahead of its February 17th opening. It was a dream place for beauty lovers.
• Let’s introduce the inside of the store with photos.

Glossier is back in New York. On February 17, it opened a huge physical store in the Soho area.

Currently, there are physical stores in London, Los Angeles, Brooklyn, etc., but this store opened in the Soho district of New York will be the flagship store.

This store is meant a lot by Glossier. The former flagship store, which opened in 2019, closed in 2020 due to the pandemic, forcing the company to make major changes in 2022.

Insider visited the newest 7,000-square-foot store ahead of its opening.

As you enter the store, you’ll be greeted by Glossier’s motto, “YOU LOOK GOOD,” inlaid into the floor.

To the right of the entrance is a large mirror with the Glossier logo. It’s the perfect place to take a selfie.

Right next to it is the Glossier gift shop, which sells logo sweatshirts and cosmetic pouches.

Many of these items were previously sold exclusively at their respective stores — the pink passport case was only available in London and the red cosmetic pouch was only available in Atlanta.

Like the store as a whole, the gift shop is steeped in New York culture.

Kendall Latham, Glossier’s head of retail design, said the statue in this photo, for example, was inspired by the bronze statue at the 14th Street/Eighth Avenue subway station.

You’ll also notice the heavy use of red pipe and steel. Latham said he wanted it to match the red standpipes of New York.

The center of the Glossier cosmetics store is where customers will spend most of their time. Latham told Insider that the layout is inspired by a spacious dining room.

Customers can try each product before purchasing.

Next to it is a “wet bar” where you can try Glossier’s skin care products. There’s also a sink here, which makes the atmosphere more “relaxed,” Latham said.

The “wet bar” has hidden chairs, according to the store’s designer. In the future, it will be possible to book appointments with makeup and skin care professionals.

A replica of a subway station is one of the store’s unique features.

Latham says it’s a “selfie spot,” so I gave it a try.

This mosaic art, with Glossier’s motto “YOU LOOK GOOD”, was handcrafted in Italy, shipped to New York, and completed at the store. Latham said he made a replica of the bench after “trying too hard to find a real subway bench” but couldn’t find one.

And the “communal area” is where customers can rest, meet someone, or wait for their order to be picked up.

Glossier’s brick-and-mortar stores may not be new, but this flagship store is unlike any other. The division of space makes shopping feel like a special experience, and the homage to the city of New York reminds me that I’m in New York everywhere I look.