Milan — Whether you’re looking for a new makeup brand to test or a simple cup of coffee, the Espresso pop-up store at 251 Elizabeth Street in New York this week is aimed at beauty enthusiasts.
Called “OhBar,” the café-like temporary store, which is open until Sunday, is the first IRL retail project launched in the US by the Italian indie beauty label, making it increasingly relevant to the brand. market. According to Chiara Cascella, who founded the company in 2018, sales have increased from her 2% of total revenue to her 20% in the past year.
To demonstrate the brand’s further ambition and its ultimate mission to spread Italian beauty around the world, Cascella has come up with a brick-and-mortar format that can reflect the culture of conviviality in its home country while still offering a modern holy grail. . Retail is an experience.
“Over the last few years, we have had the opportunity to experiment with different retail activities, and it has always been exciting to see our community interacting with brands in action.
“In this sense, OhBar is a kind of milestone, where the combination of design and tradition best expresses the brand’s values.”
For the pop-up project, Cascella began scouting remote New York locations in the spring. “Along with Lower Her East Her Side, NoLIta is the premier neighborhood in Manhattan that represents this trendy, youthful, and unpredictable brand,” she said.
Designed and developed by Naessi Studio, a Roman design agency, the store features furniture inspired by traditional Italian cafés of the 20th century, with a contemporary edge using materials such as aluminium. reinterpreted.
In addition to Italian coffee, the venue offers a full line of espresso. Espresso quickly gained cult status in Italy thanks to its unpretentious spirit. This ethos is in sync with the active lifestyles of millennials. Millennials represent the generation Cascella belongs to, the company’s core and most loyal target.
As embodied in the brand’s name, it’s a coffee pun that nods to the key ingredients in its vegan and cruelty-free formula. Espresso is best known for its easy-to-use and quick approach to beauty routines. A brand that boasts a wide range of products and professional skills.
Espresso products are therefore intuitive and conceived for multiple purposes. Cascella was the first to launch a matte lipstick that captured the market’s attention with its caffeinated texture, scent and name. The successful ABC Liquid Concealer and his OhMyGlow foundation are available in just four shades that can adapt to different skin tones and types.
Priced at $16-30, it also includes Intenso Mascara, Hey Broh Eyebrow Fixing Gel, Sweet and Sour Eyeshadow Palette, Hi Liner Liquid Eyeliner, Ohily Oil Cleanser, and the latest Dewy Latte Moisturizer and Glow. amplifier.
If ABC concealer is the bestseller in the domestic market, according to Cascella, American customers are especially enthusiastic about Glassy. Glassy is a clear jelly-like blush that responds to each person’s pH to provide a customized rosy effect.
The OhBar pop-up in New York is the first of a touring project that will be based in Milan’s artistic Brera district next month, with repeats in Naples, Turin and Rome before the end of the year. This format will be rolled out in more cities in 2023.