Glossier opens London flagship store in Covent Garden’s oldest building

American beauty brand Glossier opened its first international flagship store in London’s Covent Garden area, with an ornate logo designed to reflect the store’s historic location.


Glossier London is located at 43 King Street, a 17th century townhouse in Covent Garden, considered the oldest surviving building in the square, and was created by the brand’s in-house design team.

Glossier “G” logo received an ornate touch

As the beauty brand’s first flagship store outside of the United States, Glossier wanted the store to strike a balance between maintaining the intricate design details of the historic townhouse while anchoring interiors in the modern style of the brand.

Visitors enter the store through a large seven-meter-high hall where they encounter a large “G” for Glossier, designed in ornate silver calligraphy that recalls the grandeur of the building.

marble accents
Marble accents are present throughout the store

“We were inspired by the architecture and the rich history of this particular townhouse, the oldest in Covent Garden,” said Adriana Deleo, Deputy Creative Director of Glossier and head of its in-house design team. .

“Inside you’ll notice modern interpretations of traditional townhouse features, such as Glossier G rosettes set in the parquet, or beautifully ornate cornice details we’ve incorporated into our logo,” he said. -she adds.

“We even developed perforated rose metal walls, so you can see the original building details behind them, creating an elegant illuminated veil.”

The Glossier logo at the store entrance sits above a round candy pink bench, which is surrounded by various rippling marble accents. Light wood floors add a modern touch against the building’s original arches and cornices.

After entering the foyer, visitors can test and shop for makeup and other cosmetics in an expansive beauty space that’s also designed in various shades of pinks and sugary browns.

The shop has pink and brown hues

The space also features Glossier’s signature “You Look Good Mirrors” found in existing stores and a versatile “wet bar” that contains various testers of the brand’s products, lit by overhanging bulbous pendant lights.

White vases of pink roses are placed in the beauty space where they contrast with modern artwork, including an overly saturated abstract photograph of flower petals hanging on the wall.

Makeup counters
Modern elements are mixed with the historic details of the building

The opening of Glossier London follows the beauty brand’s pop-up boutique that was positioned on Floral Street in Covent Garden in 2019, which was adorned with brightly colored floral wallpaper as an ode to the store’s location .

Founded by Emily Weiss in 2014, originally as an e-commerce site, the Glossier brand has a small number of other physical stores in America.

These include a newly opened store in Los Angeles with gigantic billboard-style lettering on its facade that is inspired by the famous Hollywood sign.

Photography is courtesy of Glossier.

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