© VEERLE EVENS

Beauty

Contain Yourselves: Here Is An Exclusive Look Into Glossier's New Pop-Up Shop

By now, you may already have heard the news. Whether it’s from the (rather failsafe) beauty grapevine or through the excited whispers of two complete strangers on the morning commute, the Glossier pop-up is on everyone’s lips. Opening November 20 in London’s Floral Street, Covent Garden, the pop-up will be blessing us with its presence over Christmas and stay put until February 9.

© VEERLE EVENS

In an exclusive tour before the grand opening, Glossier’s in-house experiential team (who work on all the brand's stores worldwide) show Vogue where the magic will be happening – read on for a glimpse of what the pop-up entails.

© VEERLE EVENS

Known for its sizeable and highly engaged community, the brand knows all too well the importance of fostering connection, both online and in store. So not only have their creative team made areas intended to spark conversation between consumers (mirrors facing one another on a make-up stand, for example) but they’ve also ensured that the design has taken its cues from London itself. Inspired by Britain’s traditional (and perhaps rather fusty) social clubs, the shop embraces the idiosyncracies of British architecture and interiors; as an obvious starting point, the whole place is decked in William Morris-esque wallpaper and carpets that were hand drawn by the in-house creative team.

© VEERLE EVENS

Each room follows a particular colour scheme, from zesty orange to ocean blue, and bears all the essential hallmarks of a Glossier store: positive affirmations, like “You Look Good”, written upon mirrors, a welcoming homely vibe with lots of seating for bored boyfriends or those who just want to survey the scene, and most excitingly, quirky secret doors to different areas of the pop-up. It’s fun, like you’ll have come to expect from the brand whose New York flagship store averages 50,000 visitors a month. And all at just five years old.

© VEERLE EVENS

“We have an incredible community in the UK – it’s our second largest market after the US,” founder and CEO Emily Weiss tells Vogue. “They've been on this journey with us for a while now, from the early days of Into The Gloss, to our launch in the UK, to the week-long pop-up we put on in a Marylebone townhouse. We’re in constant conversation with them and heard that they were eager to spend more time with Glossier in real life. We’re thrilled to be back in London, this time with an even more immersive and enduring experience that looks at the city through Glossier-coloured glasses.”

© VEERLE EVENS

You can purchase all the brand’s bestselling products in store – from Boy Brow to Lash Slick, Cloud Paint and Futuredew – and a limited edition umbrella all in a venue that offers a rather delicious feast for the eyes (and our Instagram feeds). Of course, the most exciting room always gets left until last: a full-scale Glossier-pink installation of a London rooftop, complete with branded curtains and a selfie mirror. Expect to see this one all over your Instagram stories imminently.

© VEERLE EVENS

More from British Vogue:

All products featured on the website are independently selected by our Editors. However, when you buy something through our retail links, we may earn an affiliate commission.

Vogue Recommends

Beauty

The Only Way Is Essex As Harrods Expands Its Empire

Fashion

Is Brexit Good For High-End Shoppers?

Fashion

Louis Vuitton’s Latest Foray Into Furniture Proves Knowledge Is The Ultimate Luxury

Edition