Glossier opens month-long pop-up in San Francisco's Rhea's Cafe

By

Cassidy Mantor

Published
Mar 15, 2018

Makeup brand Glossier has launched a pop-up cafe takeover of Rhea's Cafe in San Francisco. Fans of the Instagram-worthy brand can dine on the cafe's signature dishes while sampling and purchasing new Glossier product.

Glossier announced the opening on Instagram with a photo of the exterior of the cafe in pink and lavender. The post reads, "Come say hi, eat, and shop our full lineup!"

The interior space of the cafe has been merchandised to showcase Glossier's full line of products, with makeup is presented adjacent to fresh flowers and vases on counters. Product is playfully displayed using traditional restaurant props in an attempt to lead customers to make unexpected and whimsical discoveries.

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For the month-long activation, Glossier is paying the rent for Rhea's Cafe. James Choi, Rhea's owner said, “Glossier had a clear direction, and after meeting the CEO Emily [Weiss] and talking about how her company operates I found we had some similarities."

While he did not initially see a connection, Choi changed his mind after talking with his female friends who were familiar with Glossier.

The menu for the pop-up is limited to Rhea's top dishes. Guests can dine on fried chicken sandwiches, Korean steak sandwiches, chicken katsu sandwiches, fries, and two salads. Beer and wine are available during happy hour.

Glossier has 1 million Instagram followers and primarily operates digitally, although it did recently open a New York showroom. It has previously collaborated on pop-ups with eateries in New York like Morgenstern’s Ice Cream and Momofuku Milk Bar.

The Glossier pop-up at Rhea's Cafe is open now through April 15th. It is located at 2200 Bryant Street in San Francisco, CA.