How this beauty pop-up store is luring Instagram-obsessed millennials

How this beauty pop-up store is luring Instagram-obsessed millennials

What occurs if you mix a chandelier manufactured from 850 gold and silver lipstick tubes, 1000’s of colourful plastic flowers and scads of influencers in a Soho retail house?

At beauty model Winky Lux’s new pop-up, fashionable cosmetics and fanciful photograph ops collide like swirls in a unicorn frappuccino.

Billed as an “Expertise Store,” friends pay $10 for the privilege of getting into a sequence of seven rooms with whimsical themes. There’s a “Dreamy Hydration Room” that includes a fluffy cloud-shaped couch for posing; a mirrored “Disco Ball Room” blaring Ok-pop; and a miniature espresso store the place a tiny cup of Bluestone Lane espresso awaits the shutter of iPhone cameras. The entry payment is then credited towards a purchase order on the on-site boutique, say a $25 eye-shadow palette, or a $10 holographic highlighter. 5 to seven individuals are ushered via each 20 minutes to maintain crowds transferring.

Winky Lux founder Natalie Mackey, 34, is betting the store will shake up the routine of a fast run to Sephora. “There’s no social capital in purchasing in a beauty store — there’s nothing that’s shareable,” says Mackey. “It’s not essentially an excuse to go along with your mates.”

The store’s modular units had been constructed in Brooklyn by SFDS, the designers and carpenters behind a number of Phillip Lim vogue exhibits and the 2012 Whitney Biennial. No element was too outré — from a fountain formed like a large citrus juicer to a step-and-repeat space with a large rainbow backdrop.
The general impression? “It’s like flowers vomited all over the place on our model,” says Mackey. “Every part is about these little endorphins that go off in your mind.”

The Winky Lux Expertise Store will run via February 2019, at 430 W. Broadway in Soho.

Leave a Reply

Your email address will not be published. Required fields are marked *