Glossier has opened its first-ever fragrance pop-up Realms of you in London. As guests approach 173 Regent Street, an over-sized, mysterious red window displays a dramatically-lit red hand peeking through a curtain, holding a single bottle of Glossier you. After being welcomed in by Glossier Editors, visitors are given a short introduction before being ushered into the first layer of the experience in groups of six. For this particular experience, it’s important to ensure each individual has a unique and bespoke journey that feels personal and curated, rather than an open-concept, explorative design.

The first room is minimal and glowy, anchored by a sculptural Glossier you. Solid and a large screen that dominates the room. The lights dim, and faint sounds are heard as a film begins. Inspired by ASMR videos, the video explores different ways sound and visuals affect you physically; tingling the senses and immersing you into the sensory world of Glossier you. Once complete, a heavy pink curtain is pulled back, revealing another layer of the experience. The space guests enter next is a stark contrast to the one they have just left, saturated in red, with moody lighting and individual booths where guests choose their own adventure. Inspired by Alice in Wonderland and David Lynch, the small booths host six unique personalities portrayed through a gloved red hand, waiting to share their take on you. From playful to romantic, each guest meets a unique persona of you. The red glove plays a central role in the experience, symbolizing the varied qualities of the fragrance when applied to skin. Once the performance has ended, guests are able to purchase any of the products in the fragrance family including two new merch items, specifically curated to captivate the senses of sound, taste and smell, encompassing the full Realms of you. experience. Finally, guests walk down a distorted, red hallway–crooked and disorienting–into a final space where their orders are delivered by Glossier Editors. It is here where the experience concludes and guests are encouraged to share their own take on the pop-up experience.

Realms of you. will be open seven days a week from the 18 November through 13 January 2024. The pop-up is located at 173 Regent Street and guests are invited on a walk-in basis or are able to book their slot by visiting glossier.com.