Urban Decay's First Freestanding Store Has Opened in Newport Beach and It's A Sparkly Wonderland of Makeup
Sure, we may be a little bit obsessed with online shopping. Who doesn't want to score great deals with a few clicks of the mouse? But honestly, hitting the virtual mall can't truly compare with the thrill of brick-and-mortar. We're seeing more and more high-concept retail locations popping up all over the place (okay, mostly in New York and California) from brands that were previously available only online or in specialty stores. Like the new freestanding Urban Decay store (a first for the brand), which opens this week in Newport Beach, California.
Urban Decay has somewhat of a cult following, due especially to the success of its line of NAKED palettes which allow you to get the natural makeup look with a handful of coordinated products. Until now, the offerings have only been available online and at wholesale stores like Sephora, Ulta, and Macy's. But there's only so far a brand can go without the consumer engagement that comes with a retail location.
"We felt like it was time to be able to express our brand in a pure environment, [so] people would walk in and say, 'Wow, that’s the brand!' This felt like the right time," founder Wende Zomnir told Refinery 29 about the decision to go brick-and-mortar.
According to WWD, the store is 1,000 square feet of beauty heaven including, "six makeup stations, a custom foyer, a digital video wall, wood flooring, a bathroom wallpapered in pictures of Urban Decay’s employees’ dogs and a 100-inch chandelier inspired by sconces festooned with hanging chains that the brand has in its displays at Macy’s." Someone take me there, stat!
In addition to the full range of Urban Decay makeup, the Newport Beach shop will offer a few fun lifestyle items such a T-shirts, coffee mugs, and headphones created in partnership with Skullcandy. Who wants to buy me a plane ticket to Cali?
This has been a huge couple of weeks for retail lovers on the West Coast. Sophia Amoruso opened the first Nasty Gal store, located on Melrose Place, to great fanfare on November 21, ensuring that we can score cutout dresses and Jeffery Campbell Litas under one roof. Now we just need both these amazing brands to make their way across the country and we may never hit the Internet for our fashion needs again!