GLOSSIER

Glossier opened its first brick and mortar store in 2016 and has since been rolling out more locations across the globe. The once solely online makeup retailer is now focusing on its physical presence in a unique way, giving each store its own identity from London’s floral concept to Miami’s cabana design. The Washington DC store landed on an aviation theme.

Upon entering Glosser DC, shoppers feel like they are walking through the fuselage of an aircraft – and it’s no economy ticket. Guests receive a warm welcome from a Glossier team member wearing pink coveralls. They offer their assistance for new ‘flyers’ in the store. Then, an LED-lined walkway guides you through what feels like an aisle of an aircraft as the walls are decorated with mirrors in the form of airplane windows. Upon reaching the back of the “plane,” shoppers make their way up a staircase that brings them into the glass-ceilinged atrium. Here, a black and white departure board greets you at the top of the stairs.

The Split Flap lives at the entrance to the merchandise area. It grabs attention, displaying messages like “Welcome to Terminal G” and the staple “You Look Good.” It’s the perfect Instagrammable moment.

The Split Flap is 3 Rows and 24 Columns with custom white casing. Glossier kept our standard black flaps with a few personalized upgrades for logo icons and colors. The unique design help it fit right into the minimalist polished look of the space. The store has a clean look, clad in white, light pink, and warm lighting.

Glossier ties back to its online roots by having brand ambassadors roam around the floor assisting customers and placing orders on their iPads. There are no traditional cashiers or cash registers. Instead, they use a ‘we come to you’ ordering system. Once you place your order, you can go pick it up at the “baggage claim.” At the pick-up window, your order makes its way around on a conveyor belt to you. 22

The Glossier sign is truly one of a kind, with its white frame and black flaps.