Ballerinas, bellboys and a brass band: A look at the grand opening of Charlotte Tilbury’s flagship store
Shoppers flocked to Covent Garden yesterday to experience the grand opening of Charlotte Tilbury’s new flagship store.
From a brass band and DJ to bellboys and ballet dancers, the beauty brand paraded around the area as crowds and queues formed with consumers eagerly awaiting entry into the new store.
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The celebrations also featured a special appearance from Tilbury herself, who marked the official opening alongside her friend Twiggy Lawson, niece Bella Broekman-Tilbury, and beauty muse, model and brand ambassador Jourdan Dunn.
She concluded the parade and declared the flagship open by pressing a golden buzzer before encouraging the huge crowd gathered outside to enter and experience the store themselves.
As part of this, the first 25 customers got the chance to meet Tilbury, with the first customer arriving at 3:15 to join the queue.
"From the showstopping parade, brass band and DJ to the beautiful, talented ballet dancers and performers, [yesterday] was unforgettable," Tilbury said on Instagram.
"Thank you all so much for coming to celebrate the grand opening of my new Beauty Wonderland in Covent Garden with me - I had the most incredibly time meeting you all and unveiling the beauty store of the future."
Relocating from its existing neighbourhood boutique to a larger, more prominent unit, the new store opened on the corner of the Royal Opera House and James Street.
Triple the size of its original store, the 4,300 sq ft space promises a "fully immersive Charlotte Tilbury experience like never before", showcasing the beauty brand's full range of makeup, skincare and fragrance.
It also debuts Tilbury's "world-first" Skin Spa, offering a premium service menu consisting of four benefit-led, results-driven facial treatments, which are exclusive to Covent Garden and promise "immediate skin revival".
Other key features include a new 'Pillow Talk Beauty Bar' and 'Pillow Talk Parlour', described as a "unique, private space that brings the iconic world of Pillow Talk to life".
Meanwhile, a rainbow pink path leads shoppers through the store and downstairs to 'Charlotte’s Beauty Boudoir', with the team on hand to offer their artistry and expertise.
@loveapopup Charlotte Tilbury new beauty wonderland is now OPEN!!!!! @Charlotte Tilbury ❤️ 📍 1 JAMES STREET, THE PIAZZA COVENT GARDEN WC2E 8BG Opening day 9th January 2025 - first 25 customers in the queue won a meet and greet and a Charlotte Tilbury goodie bag worth over £100 I was one of the first 25 and honestly it was amazing Charlotte is such a lovely lady honestly, it was so lovely meeting her * The first 100 customers receive a goodie bag with some Charlotte Tilbury treats when you shop and if you find a golden ticket you win a magical prize (9th Jan-16th Jan) * The store will then operate as her flagship store from the 17th so get there before those goodie bags go! Opening hours Monday to Saturday 10am - 8pm Sunday 11am - 6pm #fyp #charlottetilburymakeup #londonpopup #loveapopup #charlottetilburypopup #coventgarden ♬ Messy - Lola Young
