5 min read

Glossier pop-up in London: ASMR, digital signage, and immersion

Written by
Pavlo Fedykovych
Published on
December 27, 2023
May 29, 2024

Immersive retail is upon us and brands are competing for the most engaging and impressive experiences. Glossier pop-up in London is one of the latest examples of this trend fusing style and technology.


What happened: Emily Weiss-founded beauty brand Glossier opened its "Realms of You" pop-up experience on November 18, 2023. The address is 173 Regent Street in London. Basically, it's a velvety red-colored interactive showroom for the brand that takes some really interesting turns and utilizes technology to make a point.

At the forefront of this retail happening is the full immersion into the Glossery world. The whole project is curated by Kendall Latham, the brand's director of retail and experiential design. There are several ways in which the brand is achieving the intimacy of the experience.

First of all, the Glossery pop-up can only host 6 people at once. This makes it a highly personalized journey and makes sure that the products on display are duly experienced and browsed. Also, limited character makes you want to scream to the whole world (on TikTok, Insta, or BeReal) that you have indeed made it to the Glossier pop-up and were able to see what's all the hype about.

Then, instead of getting one space, the brand decided to divide the experiences into separate booths that have a different theme each.

Our favorite is the digital signage-powered ASMR room that uses screen and audio to get a fully engaged response from the visitor.

grossier pop-up
Credit: Glossery Instagram

Glossery pop-up is visually rich with red as the dominant color.

Credit: Glossery Instagram

The sense of mystery also adds to the overall experience.

But it's not a museum, it's a pop-up retail project, after all. At the end of the sensory part, there's a store where visitors can shop Glossery products and get the classic brick-and-mortar beauty shopping experience.

What else: Glossier knows how to put a good advertising campaign. Last year, the brand collaborated with in-the-now performer Olivia Rodgiro producing several Gen-Z-focused videos in the process.


By the way, the "Realms of You" pop-up is open until January 14, 2024

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