American beauty brand Glossier has opened its first international flagship store in London's Covent Garden neighbourhood, featuring an ornate logo designed to reflect the shop's historical location.
Glossier London is located at 43 King Street, a 17th-century townhouse in Covent Garden said to be the oldest surviving building in the piazza, and was created by the brand's in-house design team.
The Glossier "G" logo has been given an ornate twist
As the beauty brand's first flagship store outside of the US, Glossier intended for the shop to strike a balance between maintaining the intricate design details of the historical townhouse while also rooting the interiors in the brand's trademark modern style.
Visitors enter the store through a seven-metres-tall grand foyer where they encounter a large "G" for Glossier, designed in ornate silver-coloured calligraphy that nods to the grandeur of the building. Marble accents feature throughout the store
"We took inspiration from the architecture and rich history of this particular townhouse, the oldest in Covent Garden," said Adriana Deleo, Glossier's deputy creative director and head of its in-house design team.
"Inside you?ll notice modern takes on the traditional features of the townhouse like Glossier G rosettes laid into the wood floor, or beautifully ornate cornice details that we incorporated into our logo," she added.
"We even developed perforated pink metal walls, so that you can s...