Ahead of their official UK launch, NYC-based beauty brand Glossier wanted to hold a preview event in London that would get press talking. We were asked to help create a space that embodied the brand, wowed their new UK audience and was practical enough to hold the variety of activities Glossier needed for this soft-launch. This included facilities for a live pampering and a beauty Q&A with founder and CEO Emily Weiss, quiet spaces for drop-in sessions with beauty bloggers and ample room for press dinners, brunches and more.
To this end our in-house production team gave Carousel’s Next Door gallery-style space the glossiest transformation it’s ever seen, creating relaxing lounge areas with brightly-coloured soft-seating, using tulle curtains, plinths and fresh plants to reimagine the shape of the space. And, of course, we painted the walls pink for the occasion. We also took care of all the behind-the-scenes details, from AV to backstage photography, that totally reimagined the space with the help of AV and clever staging.
Invited guests from the press were treated to a three-course sit-down dinner prepared by our chefs. The meal kicked off with a Potato Salad with Smoked Bacon, Spring Onion, Red Pepper, Parsley and Cos Lettuce, followed by a main of Roast Duck Breast, White Beans with Lemon and Basil, and Courgette and Chilli Flakes. To finish off was a Chocolate and Olive Oil Cake with Coconut Yoghurt. Delish!
Around 300 beauty professional, press and members of the public enjoyed this try-before-you-buy event over a three day period and had a whale of a time. Lifestyle Editor at British Vogue attended saying ‘The glossier pop-up studio, everything you would expect it would be’, alongside Beauty Editor at Elle UK who said ‘@Glossier @F*ckingLast’. Glossier couldn’t have been happier with the success of the event saying it’s “the best offline event we’ve ever done”. The event was featured in Vogue and Refinery29 to mark the start of Glossier’s UK career.