Inside The Americana’s 'Glass Box': A New Launchpad For Breakout Brands

GLENDALE, CA — It's a glass box that's hosted SKIMS, BÉIS, Westman Atelier and Laneige, offering the brands an experimental space to test and elevate their brick-and-mortar offerings. And now, it's coming to Glendale.

In 2016, the Grove launched the Glass Box as a place for brands to open pop-up experiences at the outdoor mall. Now, Caruso is duplicating that effort for one of its other properties, the Americana at Brand.

"We believe retail is most powerful when it inspires—when it becomes a medium for creativity, connection and emotion,” Caruso CEO Corinne Verdery said. “The Glass Box embodies this philosophy, offering brands the opportunity to craft unforgettable moments while reaching new and diverse audiences through a tangible, sensory experience."

The Americana's Glass Box is located across from the AMC movie theater. It's first tenant is Korean beauty brand Dr.Jart+, which is offering a popup experience through May 26.

"Dr.Jart+ brings a playful, globally resonant vision to the space, making it the perfect partner to usher in this exciting new chapter at The Americana at Brand," Verdery said.

Here's what Caruso has to say about the Dr.Jart+ popup:

"More than just a pop-up, the Dr.Jart+ Glass Box experience transports guests to Seoul for an unforgettable skincare journey inspired by Korean convenience store culture. Guests will discover the brand’s high-performance products powered by Korean innovation and have the chance to build custom skincare routines with guidance from Dr.Jart+ experts. Interactive moments are around every corner, from an ATM dispensing prize scratchers and a Korean-inspired drink-mixing station to snack giveaways and free skincare samples. Filled with photo ops and exclusive gifts-with-purchase, the activation offers both beauty discovery and shareable social moments."

Caruso says that Glass Box popups can serve as the impetus for growth for brands. Charlotte Tilbury, Diptyque and Byredo popups are among those that evolved into permanent storefronts, "reinforcing The Glass Box’s role as more than a showcase, but a proven catalyst for brand growth and lasting success," the company said.