When, in 2019, Insta-popular beauty brand Glam Seamless took its online business physical to New York City’s SoHo neighbourhood, the channel switch was met with success. Now the company – which sells high-end hair extensions – has opened another salon-cum-retail-space on West Broadway. Design agency Sergio Mannino Studio, which has created spaces for the likes of Lexus, Steve Madden and Vince Camuto – as well as Glam Seamless’ first outpost – designed the interior.

Sergio Mannino, who is a Forbes Council Member, wrote on the news site last year that ‘Instagram is making people much more aware of the designed world around them,’ and that the shift is ‘pushing architects to design better places, and clients to care more about what is being produced.’ Where better to live that statement out than the stores for Glam Seamless, whose audience largely hails from the social media platform?

Following in the footsteps of the SoHo store, Glam Seamless West Broadway is all millennial pink, a brand signature. At the store the clients can browse products, purchase and pick up orders and have their extensions applied directly. The team aimed for a ‘peaceful and cosy environment,’ one where customers ‘can walk inside and feel free to express themselves through their beauty and wellness’. Arched elements and a curved ceiling set a spatial flow, while gradient walls, lit oval mirrors and contrasting flooring contribute to the vibrant ambience.

The studio developed bespoke furniture, complementing the pieces with Wink chandeliers designed by Masquespacio for Houtique, custom pillows by Laine and Alliage, Colony NY brass tripod stools by Erikson Aesthetics and Normann Copenhagen’s blush Circus poufs.