Hourglass Wraps Its SoHo Flagship in Red, Bringing the World of Red 0 to Life in Space

This summer, American luxury beauty brand Hourglass has wrapped its Prince Street flagship in New York’s SoHo in a striking shade of red.

The installation celebrates the launch of Red 0, the newest shade of the brand’s popular lip product, Phantom Blur Balm. Through a monochromatic environment inspired by the shade, it extends the product’s world beyond packaging and the sales floor into a full experience.

Summary

Courtesy of Hourglass

An Immersive Space That Steps Inside the World of Red 0

Running for a limited time, the in-store installation saturates the space in a high-chroma red, offering shoppers an experience that goes beyond the products on the shelves. From lounge-like seating areas to the walls, everything is unified in red, evoking the sensation of stepping inside the shade itself.

By refreshing the store environment to coincide with a product launch, the initiative also positions the Prince Street flagship as a flexible space that evolves alongside key product moments.

Courtesy of Hourglass

It All Begins With Phantom Blur Balm in Red 0

At the heart of the installation is the brand’s latest innovation: Phantom Blur Balm in Red 0. A classic red rendered in the brand’s signature blurred finish, the shade is translated across the entire space.

Beyond the large-scale installations, the store features tactile design, limited-edition items and keepsakes, and artist-led programming. Visitors experience the brand’s world — the one that lies beyond the shelf — through all five senses.

Courtesy of Hourglass

Courtesy of Hourglass

A New Retail Model Built on Community and Creativity

Hourglass is reframing its SoHo flagship not as a mere point of sale but as a “cultural hub” where product innovation meets culture, art and community. The concept is a place where beauty lovers can experience innovation firsthand and connect with creators and artists.

As the brand explores ways to create meaningful in-person experiences, this approach — updating a permanent store environment to align with a product story — amounts to a new model for luxury beauty retail centered on community, creativity and discovery.

Courtesy of Hourglass

Courtesy of Hourglass

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