The beauty brand which began as a blog has a new emporium on Melrose Avenue
Words by KELLY ATTERTON
Glossier, the beloved digital-first beauty company, recently opened permanent digs in West Hollywood, just a few blocks from its former spot on Melrose Place. Trust us – you can’t miss it; the store’s façade is ensconced behind Glossier’s logo in giant pink letters and it wraps around the corner of Melrose Avenue and West Knoll Drive. The spacious location was created to do more than just sell its product, it is a one-stop-shop for trending beauty, coffee dates, concerts, parties, and, of course lots and lots of content creation. We caught up with Adriana Deleo, Glossier’s Deputy Creative Director to get the low-down on the vision for the Glossier store experience 2.0.
What was the design inspiration for the new West Hollywood space?
In the case of the Los Angeles store, we were inspired by movie studios, the Hollywood sign, and larger-than-life props, but with our Glossier twist, such as featuring a 17-foot tall Boy Brow and our giant Cloud Paints, to play with scale in a fun and unexpected way. Outside, massive letters spell out Glossier, hinting at our version of the Hollywood sign. When you first walk inside, you’re greeted by a giant, smiling globe, our homage to a classic, Hollywood studio emblem.
Please share a bit about the use of marble, which is heavily featured throughout?
Three types of Portuguese marble were used to create the concentric, stepped seating area around the Glossier Globe, forming what we call the Glossier Globe Amphitheater. Marble was an important material in the design of the space, giving it a sense of monumentality and permanence while still feeling like an inviting, communal gathering space. Outside, Glossier Alley’s centerpiece is a surrealist marble fountain by LA artists The Haas Brothers, known for blurring the line between art and design with their playful work.
What was the number one goal when creating the new Glossier experience?
We want to create spaces that make people teleport out of their everyday and come into our Glossier world. Through design, we want to foster connections, play and discovery, as well as providing a place for experimentation and content creation.
Who is responsible for the incredible flowers at the store?
We worked with Brittany Asch of Brrch, with whom we have a long-standing relationship. She has done the flowers for many of our spaces, our NYC headquarters, and even some campaigns. Her work is beautiful, artful and modern–and melds really well with our aesthetic.
Tell us about the adjacent space dubbed, Glossier Alley…
Glossier Alley debuted with the opening of Alfred at Glossier Alley, a to-go cafe experience in partnership with LA’s beloved coffee chain, offering a full coffee menu, including a few custom Glossier drinks like the Glossier Pink Latte, pastries, and more. Guests can enjoy Glossier Alley’s outdoor seating, the striking marble fountain and the endless opportunities to connect and create content. Some upcoming events will include concerts and farmers’ markets in the new space. 8523 Melrose Ave, West Hollywood, CA 90069; glossier.com
January 26, 2022
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