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Beauty brand Glossier opens the ultimate concept store experience in NYC

(Photos via Kris Tamburello/ SunHee Grinnell)

America’s most popular cult makeup brand of the moment Glossier might be known for its on-point online marketing – just take a look at their gorgeous Instagram – they’re now slowly showing us they can do the same in the ‘real world’. In the beginning of the year they opened a showroom in New York City, which is all kinds of millennial pink interior goals but for the launch of their new perfume Glossier You, they’ve opened a pop-up concept store in the Big Apple too and once again it’s dreams.

The place is described as ‘the ultimate personal fragrance’ and goes a lot further than just trying to sell their new product. Instead, it creates a complete experience for its customers, influenced by founder Emily Weiss’ interest in theatre and performance art. You can find infinity mirror rooms, hidden sliding panels where you can try out the new scent, all decorated with velvet red curtains. Very cinematic indeed.

The Glossier concept store is open until 31 December and you can find it at 123 Lafayette Street, NYC.

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