Hourglass Steps Back into Brick-and-Mortar Retail with a New Flagship Store in SoHo
In an exciting move that signals a return to physical retail, Hourglass, the renowned beauty brand, is set to open its global flagship store in the heart of SoHo, New York City. After successfully testing the waters last year with a pop-up at Barneys New York, the brand is transforming the same space into a 1,500-square-foot storefront aimed at providing a unique and inviting shopping experience. Carisa Janes, the founder and president of Hourglass, envisions the store as an extension of her home—a cozy, intimate space rather than a traditional beauty destination. She aims to create an environment that welcomes customers in and allows them to engage with the products on a personal level.
The thoughtfully designed space, crafted by TMR Design and Crozier Studies, prioritizes warmth and connection over digital distractions. Departing from the era of flashy screens, the new flagship embraces a more rustic aesthetic infused with natural materials. The beauty product displays are arranged on modular plinths, allowing flexibility in the layout. This approach not only enhances the visual appeal of the brand’s core collection but also allows for a reconfiguration of the space for events and gatherings. Janes emphasizes that these elements were selected to foster an engaging atmosphere where customers can feel comfortable and inspired to explore and discover.
Adding a personal touch to the shopping experience, the flagship store features cozy seating areas designed for customers to experiment with makeup in a more relaxed setting. A spacious couch at the front invites visitors to sit down and try out new products without the pressure of a scheduled makeover. Janes expresses her enthusiasm for this approach, envisioning a lively atmosphere where customers can freely engage with the brand’s offerings. The ambiance aims to cultivate a sense of community, allowing shoppers to enjoy their time spent in-store, whether solo or with friends.
In keeping with the brand’s commitment to exceptional customer experiences, the store includes a dedicated gifting area complete with customizable gift wrapping options. Additionally, customers can take advantage of well-lit vanities positioned by the windows, which provide ample natural light for makeup trials. The emphasis on thoughtful design choices reflects Hourglass’s philosophy of enhancing the beauty shopping experience and creating moments of delight for customers every time they visit.
This new flagship store isn’t Hourglass’s first foray into physical retail; the brand previously operated two stores that had to close during the pandemic. However, from the lessons learned during the Barneys pop-up, Janes understands the nuances of the beauty shopping landscape and aims to offer an experience that counteracts the chaos often found in conventional beauty retailers. The success of live events and community programming during the pop-up highlighted the demand for interactive experiences, leading Hourglass to incorporate exclusive product launches, master classes, art installations, and trunk shows into their flagship’s offerings.
Furthermore, Janes sees the value in using the store as a space for small-scale focus groups and product feedback sessions. This interactive approach allows shoppers to become part of the product development process, fostering a closer relationship between Hourglass and its customers. By creating a nurturing environment that invites dialogue and exploration, Hourglass hopes to deepen its connection with the community and lay the groundwork for future growth. Although Janes remains hesitant to commit to opening multiple locations in the near future, she acknowledges the potential for expansion based on the success of the flagship store and the ability to cultivate meaningful connections with customers. With this venture, Hourglass is demonstrating its commitment to innovation within the beauty industry and redefining what the shopping experience can be.