The long lines that continue to stack up to see the live plants, flowers, and rolling hills inside Glossier’s Seattle “experience” force a “WTF” from even the most jaded on Capitol Hill.
You can’t walk by and wonder, truly, what the heck is going on in there.
Hundreds if not thousands seem to have already found out as the direct to consumer skin care brand’s representatives let in shoppers group by group from the line that ebbs and flows around the corner every day from 11 AM to 7 PM. If we had to suggest a time to visit, CHS would go with a mid-week, mid-afternoon sortie. But your mileage will vary.
To show you a little of the fun, we’ve turned to social media where there is a regular flow of selfies and updates from the line and inside the store. A surprising number include cute dogs.
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Inside, the space is filled with native plants and flowers plus the sleek, pink-centric products of Glossier.
Seeing the line wrapped around the corner for the glossier store in Seattle reminds me of the time I had a phone interview with emily weiss and when I said I lived in Seattle she was literally like “Seattle… so do you like it there” 🙄 pic.twitter.com/EN6wwfZbrT
— maria newman (@miminew__) June 2, 2019
— rira (@larira) May 22, 2019
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Glossier Seattle 🌷 opened May 22nd, and will be in capital hill until July 7th! This location was PERFECT. Glossier incorporated native plants to Seattle, with Roses by Byredo burned and the fans scent that smell alllll around. – I have been ordering glossier since 2016, obsessed with the stickers, pink pouches, and simplicity of makeup, skincare, and beauty. I have YEARNED for a pop up here in Seattle since the beginning of time. I didn’t get as many photos as I would have liked since it was pretty full and busy (which unfortunately made the experience a little less fulfilling, but hoping to return later when the hype has died down). This is truthful! It was a little overwhelming inside, the amount of people, a dog, all gals suited up in pink suits were busy or hard to get attention to order. Maybe I’m a huge wimp but IMO was too crowded. – Despite the amount of people, I enjoyed my time and would like to return soon! I am a very socially anxious person, so maybe not the best idea on my behalf. But they embodied the nature of Washington (Seattle to an extent but hey it is mostly city!) I adore the way Glossier has made pop-ups and permanent locations so tailored to the areas they are in. – Overall an okay experience, but phenomenal space, with beautiful design and thought.
— ju (@jujusus) May 23, 2019
idk what glossier is but if you asked me to guess my answer would be ‘cult’ pic.twitter.com/YJniVgQ3ym
— hi! are you real (@brslvts) June 4, 2019
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A line wrapped around the new @glossier pop-up in Capitol Hill yesterday. The shop features native plants along with all the makeup, fragrances, skincare and products that have made the brand what it is. The Seattle Glossier shop is open from May 22–July 7, 11am–7pm daily. #glossier #glossierpopup #glossierseattle
Glossier Seattle pop-up 💓💓💓 pic.twitter.com/pQeJWls6VM
— Ofelia (@_ofeliatorres) May 22, 2019
Landscape designer Lily Kwong created the indoor landscape of hills full of locally sourced plants and flowers. Glossier says her studio worked to study Seattle’s flora and mirror the city’s vegetation while placing hundreds of plants “to reconnect people to nature.” At night the store basks in a fluorescent purple light to nurture the plants.
Kwong said on social media that the plans will be donated to local nonprofits at the end of Glossier’s run on Broadway.
Reusable tote-bags, “plantable” wildflower seed postcards, and sales of a branded reusable water bottle further drive home Glossier’s eco-theme. Each $5 of the $15 limited edition water bottle sold will go to local nonprofit Mary’s Place.
The big line at 200 Broadway E comes from interest in Glossier, to be sure, but also in the methodical process of slowly letting new visitors into the relatively small space. And the activation of the former American Apparel space at Broadway and John is a fleeting affair, lasting just 6 weeks until July 7th.