“We were thinking about old original SoHo artist’s lofts, the subway, craftsmanship, and the creative, communal culture of downtown New York City that’s endured throughout the decades,” Emily Weiss says of the vision behind Glossier’s new flagship at 72 Spring Street, which opens its doors to the public tomorrow. “Our biggest piece of consumer feedback over the last few years was to bring the brand to more people,” says Weiss. “We recognized this desire and fast-tracked store development, which actually started in May.” Just as flagship plans were beginning, she was stepping down from her role as CEO of the megabrand she founded in 2014. To Weiss, now executive chairwoman, opening the 3,200 square foot location steps away from Glossier offices feels like a full-circle moment.
Photo: Sean Davidson / Courtesy of Glossier
“The space itself draws inspiration from the nuanced details we love about New York City,” Weiss says of how its concrete floors and plaster walls evoke the feeling of a SoHo loft through “rawness and industrial finishes,” while the upholstered, plush sofas add a “softer, more residential touch to the space.” Walking through the front door, the store emanates a soft nude (not necessarily Milennial Pink) glow, and a mosaic reading “You Look Good,” created by the same team that does the MTA’s iconic tilework, is laid into the floor. Straight ahead, steps lead to a sunken level featuring 15-foot grand dining tables of Glossier products to try IRL. Feeling welcomed with the freedom to play is important, according to Marie Suter, Glossier’s executive creative director.
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