An offline launch of an online brand based all the way over in New York, and less than a month to realise the concept and get the show on the road? Challenge accepted.

When beauty and skincare professionals Glossier wanted to bring a preview of their brand to press and public across the pond, they were after a “wow” experience which would show off their first-class products to a new audience in the best light. Cue Shuttlecock-Inc , our sister company who take care of all things production, from set design and lighting to bespoke menus and personalised goodies. Before coming to the UK, the Glossier team had already drawn up an incredible brief, and it was up to the Shuttlecock team to help make their London dream a reality.

With its three walls of floor-to-ceiling windows and high-footfall central London location, Carousel Next Door made for the perfect headquarters for the event.  Shuttlecock gave the space the glossiest transformation it’s ever seen, creating relaxing lounge areas with brightly-coloured soft-seating, using tulle curtains, plinths and fresh plants to reimagine the shape of the space.  And did we mention they painted all the walls pink?

The events themselves included a live Q+A with beauty professionals for 100 guests, as well as press dinners and a bottomless brunch hosted in our Upstairs , with food cooked by our in-house kitchen team . Every detail was taken care of, from AV to backstage photography , which showed off the set design so well that the organisers regretted not having booked a photographer for every single day.

The result? Glossier couldn’t have been happier with the success of the event and the attention it drew, saying it’s “the best offline event we’ve ever done”. Boom!