Glossier is experimenting with a bricks and mortar presence via a partnership with San Francisco foodie hotspot, Rhea’s Café, according to a report published by WGSN.
The month-long collaboration will see Glossier stage a total takeover of Rhea’s in a month-long pop-up, known as ‘Glossier at Rhea’s Café. Products from the brand will be displayed throughout the eatery and can be tested and bought by diners.
The experiential retail initiative is designed to introduce the brand to consumers in an unobstrusive way and to encourage self-discovery.
The café will be open through April 15 at 2200 Bryant Street and visitors will be able to buy Rhea’s most popular dishes, such as buttermilk fried chicken sandwich, in dedicated takeaway packaging as well as test out beauty products from the millennial focused brand.
Although the collab has attracted much hype, with some 33,000 likes on Instagram, it has also been criticized with one Twitter user requesting the pop-up be ‘shut down immediately’ and accusing the brand of staging a ‘gentrifying stunt in the already impacted mission district’.