Birchbox Opens its First Store in SoHo

RPG announces the opening of the Birchbox store in SoHo. The 4,200 square-foot, two-story retail environment was designed and built by RPG in the heart of New York City’s busiest shopping area and is the first brick-and-mortar flagship for the online-based beauty subscription company.

Birchbox envisioned a store that, like their online experience, allowed and encouraged the consumer to discover beauty in a personal and individual way. RPG contributed its expertise in retail design and merchandising to facilitate a brand-new shopping experience that introduces product by category rather than by brand. The Birchbox shopping experience includes over 2,500 products from more than 250 brands in all categories, including men’s and lifestyle categories.

An expansive loft space boasting 15-foot ceilings, a beautiful use of birch material beginning in the entry and continuing throughout the store, a grand feature wall, and a modern glass-and-stainless-steel staircase are some of the architectural highlights of the stunning space. The personality of Birchbox is accentuated by unique design elements within the store, including marquee letters, a neon sign, and the strategic reinforcement of the iconic diamond pattern.

RPG executed the vision for the store by creating multiple sensory and educational experiences. Technology features prominently in the store design, most notably through the use of iPads and large screens that contain rich content and enable interactivity throughout all areas of the store.

Birchbox proudly acknowledges their original concept by featuring an in-store BYOB area—that is, “Build Your Own Birchbox”—in the back of the top floor. RPG highlighted this space by incorporating a large illuminated light box that anchors the back of the store.

RPG created tester play station displays where consumers can test and try different beauty looks and applications. The exploration continues on the lower level where RPG integrated service stations, including nail and hair, that consumers can visit for a quick beauty fix and master classes.

The opportunity to collaborate with this fast-growing, innovative brand was both phenomenal and rewarding. RPG succeeded in its mission to combine merchandising, architectural design, manufacturing, and execution to create a beauty experience that is not to be forgotten.

Birchbox Store - retail environment designed and manufactured by RPG