This summer, American luxury beauty brand Hourglass has wrapped its Prince Street flagship in New York’s SoHo in a striking shade of red.
The installation celebrates the launch of Red 0, the newest shade of the brand’s popular lip product, Phantom Blur Balm. Through a monochromatic environment inspired by the shade, it extends the product’s world beyond packaging and the sales floor into a full experience.
Summary
- Hourglass is staging a Red 0 installation at its SoHo flagship in New York
- To mark the launch of Phantom Blur Balm in Red 0, part of the store has been transformed into an all-red space
- Large-scale installations, limited-edition items and artist-led programming are on offer
- The project positions the flagship as a “cultural hub” — a new model for luxury beauty retail
Courtesy of Hourglass
An Immersive Space That Steps Inside the World of Red 0
Running for a limited time, the in-store installation saturates the space in a high-chroma red, offering shoppers an experience that goes beyond the products on the shelves. From lounge-like seating areas to the walls, everything is unified in red, evoking the sensation of stepping inside the shade itself.
By refreshing the store environment to coincide with a product launch, the initiative also positions the Prince Street flagship as a flexible space that evolves alongside key product moments.
Courtesy of Hourglass
It All Begins With Phantom Blur Balm in Red 0
At the heart of the installation is the brand’s latest innovation: Phantom Blur Balm in Red 0. A classic red rendered in the brand’s signature blurred finish, the shade is translated across the entire space.
Beyond the large-scale installations, the store features tactile design, limited-edition items and keepsakes, and artist-led programming. Visitors experience the brand’s world — the one that lies beyond the shelf — through all five senses.
Courtesy of Hourglass
Courtesy of Hourglass
A New Retail Model Built on Community and Creativity
Hourglass is reframing its SoHo flagship not as a mere point of sale but as a “cultural hub” where product innovation meets culture, art and community. The concept is a place where beauty lovers can experience innovation firsthand and connect with creators and artists.
As the brand explores ways to create meaningful in-person experiences, this approach — updating a permanent store environment to align with a product story — amounts to a new model for luxury beauty retail centered on community, creativity and discovery.
Courtesy of Hourglass
Courtesy of Hourglass
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