February is notoriously New York City’s low season: quieter galleries, shorter lines, fewer tourists. It’s a month that historically creates a more immediate sense of community among the real New Yorkers. In celebrating Glossier’s retail launch during February, we seized a moment that speaks + belongs to real New York—further solidifying the brand’s status as a neighborhood name and bonafide local.

In 2023, we worked with @glossier to launch their new flagship store in the vibrant neighborhood of SoHo. To amplify the opening and integrate authentic New York energy into the experience, we popped up with Glossier newspaper stands throughout the city and life-size Boy Brow installations for unique selfie moments. We tapped local businesses from around the city to keep consumers engaged throughout the day.