New York-based beauty brand Glossier knows how to build buzz. In June it posted a photo to Instagram of a pink Bean in Millennium Park—utilizing the same shade as its popular brand color (Pantone 705 C)—and shared plans to come to Chicago this summer. The post generated nearly 135,000 likes—well over double what those bookending it commanded—as well as more than 4,000 comments, ranging from “OMG I’M STOKED I LIVE THERE ILY GUYS! Like I’m legit crying tears right now” to “Wait, Chicago is getting a Glossier store? Or just a pop-up? Either way, I’m dying. Covered in goosebumps.”
Within the all-white, Instagram-friendly, monochromatic space, visitors are surrounded by a grid of museum pedestals that have been repurposed as product-testing areas. Crown molding and other ornate architectural details bend and wind throughout at different scales. Corinthian columns and billowing floral arrangements have also been placed around, some of which are tucked in corners and behind hidden doors for shoppers to discover. Ambient music and found sound also play important roles, as domes suspended from the shop’s ceiling feature different, focused soundscapes. It’s all meant to affect the mood of the shoppers as they browse.
Glossier Chicago runs through Sunday, October 28, at 114 N. Aberdeen, glossier.com. Mon-Fri noon-8 PM, Sat–Sun 11 AM-7 PM
