Glossier gutted the pink-marble flagship look and rebuilt 72 Spring Street as a New York bodega — shelving, signage, snacks and all — to launch an I ❤️ NY Balm Dotcom in a clear, apple-flavored formula. Everyone who walks in gets a free scratch-off card, no purchase required, with prizes running from stickers to free balm. The Big Apple tee, the Applebaby keychain and the flagship-only baseball cap are the pieces people are actually queuing for, and the whole thing clears out at the end of the m
What to expect
You walk into a fully dressed corner-store set with product displayed on bodega shelving, staff handing out scratch-off cards at the door and photo moments built into the fixtures. Expect a steady line at the register for the exclusive merch, and quieter browsing on weekday mornings. Everything is street level and open to the public.
Good to know
- 6 to Spring Street or N/R/W to Prince Street, both within a block or two
- The scratch-off card is free with no purchase necessary
- Weekday mornings beat weekend afternoons by a wide margin for queue length
- The flagship baseball cap is exclusive to this store and does sell out
- The space is street level and fully walk-in — no reservations
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Common questions
Do I have to buy anything?
No. Entry and the scratch-off card are free, and browsing the bodega set costs nothing.
What's exclusive to this store?
The flagship baseball cap plus the I ❤️ NY collection pieces built around the New York-themed Balm Dotcom.
How long does the takeover run?
Through the end of August at the SoHo flagship on Spring Street.
More pop-ups that weekend
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