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Glossier's First International Flagship Opens in London

December 17, 2021 Kelly Kovack
December 17, 2021
Glossier

With permanent locations open in Seattle's Capitol Hill and Los Angeles’ West Hollywood neighborhood, Glossier ends the year with its first international flagship in London's Covent Garden. In 2019 Glossier opened its most successful pop-up to date on Floral Street that saw over 100,000 visitors in the first ten weeks of opening. Its success inspired the company to put down permanent roots in the city.

Located at 43 King Street in the central market square of Covent Garden, Glossier London pays homage to the location's storied history and architecture. Located in the oldest building in Covent Garden dating back to the 17th century, the townhouse-turned-beauty-store draws inspiration from the grandeur of its surroundings and the intricate flourishes of the structure's original interior.

Kendall Latham, Senior Retail Design Lead at Glossier, told UK Vogue a bit of the location’s history, "It was a club for architects and inside were hidden music halls and social rooms—over time it has become different things, but a lot of the ornamentation and architecture has been maintained."

Guests are welcomed into a 20-foot-high grand foyer layered with soft fabrics and undulating marble. Playfully marrying the modern and the historic, high-gloss finishes and sleek materials wrap the traditional molding and large, arched windows for a joyful reimagining of the townhouse's original design.

After moving through the foyer, which features the trademark Glossier London "G" designed as an ode to the history of the building, guests enter an expansive skincare and makeup space complete with the signature "You Look Good" mirrors and a Wet Bar that encourages visitors to test and try products.

This first international flagship will host its growing global community as a community-driven beauty discovery hub. As with all its retail experiences, when designing Glossier London, the company took a community-first approach to every aspect of the environment, infusing it with the sense of joy, connection, and discovery that grounds all of its immersive retail experiences. "It's a central meeting place for friends, a landmark, and a travel destination," said the brand in a statement on Instagram.

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