The immediate impression of the store is floral with the whole of the interior being covered in wallpapers of the kind. The designs for these were created in-house with a different one being used for each of the several rooms that comprise the store. And to make the point that this is London, a large 3D graphic shows a Victorian roofscape in pink, complete with chimney pots and a dormer window. There are also feel-good messages throughout with ‘You look good’ being typical of what has been done.
Amidst all of this, of course, there is the product, displayed for the most part on mid-shop tables, allowing it a measure of important in the face of all of the visual noise. Glossier knows how to draw attention to itself.
Glossier has been up and running since 2014, when founder Emily Weiss first launched Glossier.com.