Beauty retail is undergoing a profound transformation, increasingly asking physical stores to deliver far more than a simple display of products on shelves. In a crowded landscape of traditional flagships and transactional storefronts, consumers are looking for experiential spaces that prioritize atmosphere, relaxation, and community. Demonstrating this shift, a striking new concept has arrived in SoHo at 31 Crosby Street, brought to life through a collaboration between Outside In and Nature of Things. At this innovative address, traditional shopping is only one part of a much broader program. Makeup and skincare share a roof with a curated fragrance gallery, an artisanal café, and a hidden garden, all seamlessly connected by an architectural vision engineered entirely around natural light and immersive sensory experiences.
The ambitious project originates with Carisa Janes, a prominent industry figure recognized as the founder of Hourglass Cosmetics and Outside In, as well as the owner and brand architect of Nature of Things. To translate her multifaceted vision into a physical reality, Janes partnered with the renowned, Shanghai-based F.O.G. Architecture, marking the acclaimed design studio’s very first built project in the United States. The result is a masterclass in spatial storytelling that challenges conventional retail paradigms.
Reflecting on the collaborative design process, Leilei Wu, Partner in Charge at F.O.G. Architecture, notes that the undertaking offered a unique creative challenge. According to Wu, the project provided a rare opportunity to design well beyond the visual realm, compelling the team to consider how an architectural environment can engage people on multiple sensory levels simultaneously. Every individual zone within the multi-brand destination has been meticulously planned to unfold gradually for the visitor, naturally encouraging both physical movement and deep emotional engagement.
This thoughtful approach to materiality and environment is perhaps most literal inside the dedicated Nature of Things flagship. As a plant-based brand specializing in bath, body, hair, and hand-care formulations, its physical retail home needed to echo its botanical roots. The interior is entirely surrounded by organic materials and highly tactile surfaces that invite touch. Most notably, the space features dramatic curved walls constructed from individually installed pieces of loofah, creating a textured backdrop that marries architectural innovation with natural elements. Upon entering the flagship, visitors are immediately greeted by a monolithic stone basin, which transforms the standard act of product discovery into a tangible, grounded physical interaction.
Transitioning from the earthy tones and textures of Nature of Things, light becomes the primary building material next door at Outside In. The space utilizes architecture to manipulate perception and mood. A sweeping coved ceiling culminates dramatically in a circular oculus overhead, allowing natural sunlight to filter softly down into the interior. Throughout the rest of the layout, frosted glass and warm stone are deployed strategically to diffuse illumination evenly, eliminating harsh glares and creating a tranquil, luminous environment.
The attention to detail extends directly into the functional areas of the beauty space. Curved custom vanities integrate their own specialized lighting systems, perfectly optimized for personalized makeup consultations and precise shade matching. To ensure flexibility and an intimate atmosphere, dimmable exterior glass can be adjusted to provide additional privacy when required. Meanwhile, the adjacent fragrance gallery employs an advanced, synchronized wall and ceiling lighting system that dynamically shifts in both color and intensity. This technological integration transforms the atmosphere around a custom scent wall, allowing the lighting to mirror the emotional profile of the various fragrances on display.
Pushing far beyond conventional beauty retail altogether, the Crosby Street destination incorporates hospitality as a core pillar of its daily programming. The Outside In Café serves an assortment of artisanal pastries, premium coffee, and specialty drinks, all thoughtfully presented using custom-designed ceramics. Tucked just beyond the small eatery is a hidden garden, creating a verdant oasis nestled safely within the bustling SoHo site. Together, the integrated café and the secluded garden provide visitors with a compelling reason to linger, converse, and decompress without ever requiring a retail or beauty purchase—representing a notable and refreshing shift away from the purely transactional logic that has long dominated the brick-and-mortar retail sector.
That deliberate combination of shopping, hospitality, and public gathering is also intended to continue through an ongoing calendar of cultural programming. Plans for the space include hosting exclusive artist residencies, highly anticipated product launches, intimate private appointments, and a variety of community gatherings and cultural events. In a neighborhood like SoHo that is already densely crowded with high-end retail flagships, Outside In and Nature of Things are making their defining case not by simply displaying more products on more shelves, but by thoughtfully expanding everything that can happen around them.
