Beauty retailer Glossier opens a temporary retail experience dubbed Glossier Boston August 7th, the third pop-up for the retailer this year. The new venture joins a growing trend of direct-to-consumer brands expanding and transforming their concepts to become increasingly experiential focused and will be will be open from August 7th through October 4th.
Located at The Current at the Seaport, a pop-up village, Glossier Boston will reveal a new concept with nine freestanding “houses,” which are dedicated to different pillars of the brand–ranging from makeup to skincare to fragrance. Inside, all Glossier products will be available to test and shop.
The pop-up was designed by Glossier’s in-house experiential team. The retailer has also hired a local team of “Offline Editors” who will bring the experience to life. Founded in 2014, Glossier Inc. has 2.2 million Instagram followers and the retailer is tagged in approximately 20,000 user-generated posts on Instagram per month (not counting stories).
Glossier is the first brand to take full residency of The Current and the move marks the brand’s third pop-up of 2019. Earlier this year, the team brought offline concepts to Miami and Seattle with Glossier Miami, a vibrant space inspired by the city’s iconic art deco architecture, and Glossier Seattle, a space inspired by the city’s natural landscape that brought together industrial elements with meadow-like hills full of locally sourced flowers. As part of the retailer’s efforts in Boston, Glossier said it will will be making a donation to BAGLY, a safe space and community center for LGBTQ+ youth, to fund a year’s worth of their Family Dinners series that brings LGBTQ+ youth together for conversation and connection.