Outside In and Nature of Things Redefine Beauty Retail with Multi-Sensory NYC Flagship
A Soho concept store blends beauty, fragrance, café culture and architectural innovation
1Beyond Traditional Retail
The new SoHo flagship combines makeup brand Outside In, skincare line Nature of Things, a fragrance gallery and café in one immersive space. Designed by F.O.G. Architecture, the concept moves beyond transactional shopping to create a multi-layered experience. Founder Carisa Janes (Hourglass Cosmetics) envisioned a destination where beauty intersects with hospitality. The 31 Crosby Street location marks F.O.G.'s first U.S. project, featuring architectural elements that engage all senses.
2Nature of Things' Organic Experience
The plant-based skincare flagship features curved walls constructed from individually installed loofah pieces, creating tactile surfaces throughout. A monolithic stone basin at the entrance turns product discovery into physical interaction. Organic materials dominate the space, aligning with the brand's bath, body and hair care philosophy. This immersive environment encourages visitors to engage with products through touch and exploration rather than passive viewing.
3Outside In's Light Architecture
The makeup brand's space uses light as its primary material, with a sweeping coved ceiling culminating in a circular oculus. Frosted glass and stone diffuse illumination, while curved vanities integrate custom lighting for makeup consultations. Dimmable exterior glass provides privacy when needed. The lighting design creates dynamic environments suitable for different beauty experiences, from shade matching to personal consultations.
4Fragrance as Performance
The scent gallery features synchronized wall and ceiling lighting that shifts in color and intensity, transforming the atmosphere around a custom scent wall. This innovative approach turns fragrance testing into a theatrical experience. The lighting choreography enhances emotional connections to scents, demonstrating how architectural elements can elevate product engagement beyond traditional testers.
5Café and Hidden Garden
The Outside In Café serves specialty drinks in custom ceramics, opening onto a secluded garden within the Soho site. This hospitality element provides reasons to visit beyond beauty purchases, challenging conventional retail metrics. The garden offers an urban oasis, while the café's design maintains aesthetic continuity with the beauty spaces through material choices and lighting concepts.
6Programming Beyond Shopping
The space will host artist residencies, product launches, private appointments and cultural events. This programming strategy creates multiple entry points for visitor engagement throughout the week. In a neighborhood saturated with retail flagships, the concept stands out by becoming a cultural hub rather than just a point of sale. Events will leverage the architectural features to create unique experiences.
7Design Philosophy
F.O.G. Architecture's Leilei Wu describes the project as designing 'beyond the visual.' Each space unfolds gradually to encourage movement and layered engagement. The architecture serves as both functional backdrop and active participant in the retail experience. Material choices like loofah walls and stone basins become brand storytelling elements, while lighting systems create adaptable environments.
8Redefining Beauty Retail
This flagship represents a significant shift from transactional beauty retail to experiential destination. By combining multiple brands with hospitality and cultural programming, it creates dwell time without purchase pressure. The architectural innovations demonstrate how physical spaces can deepen brand connections. As retail evolves, such multi-sensory, multi-use concepts may set new standards for customer engagement in competitive urban markets.