New York – The new space, which focuses on the brand’s signature Glossier You fragrance, takes visitors on an ‘olfactory journey’, and is designed to stimulate each of the five senses. The opulent interior features mirrored surfaces, dusky pink carpets and crimson curtains, and visitors can only buy the product at the end of the experience.
‘I was really inspired by theatre, performance art and magic shows,’ says Emily Weiss, founder and CEO of Glossier. ‘We’re excited to bring Glossier You to life offline in a totally weird and unexpectedly luxurious way.’
In line with this idea of escapism, travel and hospitality brands are increasingly offering immersive experiences with a sense of theatre.