Glossier is opening a two-month long pop-up in London, UK, in celebration of its best selling perfume Glossier You.
The Realms of You activation is an immersive experience said to deconstruct the beauty brand’s signature scent “through the conceptual lens of the five senses”.
It has been designed by Glossier’s in-house creative team and uses ASMR and live performances to take visitors on a “personalised” journey through the fragrance.
The space is designed to be “unique” to each person – inspired by the fact that Glossier You famously smells different on everyone.
The pop-up is situated on 173 Regent Street and will run from 18 November to 14 January.
Only six people are allowed to move through the space at any one time as it is important that visitors have a “unique and bespoke journey that feels personal and curated”.
Inside Glossier's immerive pop-up in London inspired by its You fragrance
What happens inside Glossier’s Realms of You pop-up?
The entrance to Realms of You features a large, “mysterious” window display.
Within it, a dramatically-lit red hand peeks through red velvet curtains, holding a single bottle of Glossier You.
Visitors are then welcomed by Glossier attendants who educate them on the You fragrance, before they work their way through the many layers of the pop-up.
The first room is minimal, featuring a life-size bottle of Glossier You and a large screen.
A video inspired by ASMR is then played, which explores the different ways sound and visuals affect you physically to “immerse you in the sensory world of Glossier You”.
In the next room, guests approach individual booths where they “choose their own adventure” – the theatrical part of the activation.
Inspired by the story of Alice in Wonderland, the booths host six different personalities, which the brand said are portrayed through real-life gloved red hands.
Visitors simply shake the hand in front of them and the “adventure” begins.
The Realms of You pop-up includes elements of ASMR and live performances
“From playful to romantic, each guest meets a unique persona of you,” read the brand’s statement.
“The red glove plays a central role in the experience, symbolising the varied qualities of the fragrance when applied to skin.”
Once the performance has ended, guests are then able to purchase any products in Glossier’s fragrance family.
They can also purchase two pieces of merchandise exclusive to the pop-up-only.
After walking down a “distorted, red hallway” visitors then make their way to the final space, where their orders are delivered by Realms of You personnel.
The pop-up does allow walk-ins but the brand advises visitors to pre-book their slot.
This is only the second fragrance-focused pop-up Glossier has ever hosted.
The first was the You pop-up held in New York in 2017.
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