The Glossier Play Pop-Up Shop was designed to be an interactive space with the first level being the store. Located at 1620 North Central Street, Knoxville, TN, this pop up shop was discreet and meant to be exclusive. Due to the nature of exclusivity, only five people were allowed in each room at a time.
THE ENTRANCE
The exterior of the building was designed to be discreet so that the inside becomes unexpected. Customers would enter on the second level, either by staircase or elevator. Due to the exclusivity of the store, only five customers were allowed in each room at a time, and a worker would let them in when it was their turn. The entry way is a blank room and is considered a waiting space to enter the first interactive room.
ROOM OF LIGHTS
The first interactive room in the store was the room of lights. Filled with neon signs and reflective walls, this created the perfect selfie opportunity for a customer. The importance of creating this “instagrammable” space is to allow customers to promote the store on their social media as a form of free advertising. Glossier consistently uses this advertising technique in their pop-up shops all around the world.
ROOM OF MIRRORS
The second interactive room is the room of mirrors. This room was designed to make a small space look rather large by mirroring every surface. The importance of this space is to blur the line between reality and the pop-up store. The only source of light in the room is the LED light strip grid embedded in the mirrors.
THE SKINCARE ROOM
The highlight of the space is the third interactive room. This room moves slowly between the first and second floor and allows people to have time to look at Glossier skincare products. At this point in the space, the colors switch from dark and neon to very light. This room acts as a divider between the interactive second level and the actual product space.
THE FIRST LEVEL
On the first level, the room is full of Glossier Play products. Throughout the room there are employees with iPad’s that process orders for customers. At the end of the room, you can pick up your bag of products from the conveyer belt and exit.
