Outside In and Nature of Things Redefine Beauty Retail in NYC
A SoHo concept blends shopping with sensory experiences and hospitality
1A New Retail Concept Emerges
Outside In and Nature of Things have launched a groundbreaking beauty retail space in SoHo that transcends traditional shopping. The 31 Crosby Street location combines makeup, skincare, and fragrance with a café and hidden garden. Founder Carisa Janes of Hourglass Cosmetics collaborated with Shanghai's F.O.G. Architecture to create this multisensory experience. The design intentionally moves beyond visual aesthetics to engage customers on multiple levels simultaneously.
2Architectural Innovation
F.O.G. Architecture's first U.S. project features gradual spatial unfolding to encourage movement. Partner Leilei Wu explains the design creates engagement through tactile surfaces and organic materials. The Nature of Things flagship uses curved loofah walls and a stone basin entrance that turns product discovery into physical interaction. This approach represents a significant departure from conventional beauty retail displays.
3Light as Primary Material
The Outside In section utilizes light as its central design element, featuring a dramatic circular oculus ceiling. Frosted glass and stone diffuse illumination throughout the space, while custom vanities integrate specialized lighting for makeup consultations. Dimmable exterior glass provides privacy when needed. The fragrance gallery features synchronized lighting that shifts in color and intensity to complement scent experiences.
4Beyond Transactional Retail
The inclusion of Outside In Café with custom ceramics and a hidden garden represents a strategic shift. These elements give visitors reasons to linger without requiring purchases, challenging traditional retail metrics. The café serves pastries, coffee, and specialty drinks, while the garden offers an urban oasis within the Soho location.
5Multi-Brand Synergy
The space successfully integrates two distinct brands - Outside In and Nature of Things - while maintaining their individual identities. Nature of Things emphasizes plant-based bath and body products with organic materials, while Outside In focuses on light-infused makeup experiences. Their shared fragrance gallery creates a transitional space that unifies the concepts.
6Future Programming Plans
The location will host artist residencies, product launches, and cultural events to maintain visitor engagement. These planned activations position the space as a community hub rather than just a store. In Soho's competitive retail landscape, this programming differentiates the concept through experience rather than product volume.
7Design Philosophy
F.O.G. Architecture's approach emphasizes gradual discovery, with each space revealing itself progressively. This philosophy extends to material choices - from loofah walls to stone basins - that invite tactile engagement. The design successfully creates what Partner Leilei Wu describes as 'rare opportunities to engage people on multiple levels at once.'
8Retail's Evolving Future
This project signals a broader shift in beauty retail toward experiential spaces that blend commerce with community. By combining shopping, hospitality, and cultural programming, Outside In and Nature of Things create a new benchmark. Their success in Soho's crowded market demonstrates consumer demand for retail that delivers meaningful experiences beyond transactions.