Since our sense of smell is deeply tied to our emotions and memory, Glade developed a unique pop-up boutique and introduced it as "the first store to sell feelings."
The experiential store located in New York City's Meatpacking District put a focus on crafting a mood rather than generating revenue. Although Glade logos could be found in the space, they were small and only included in just a few places. What people could wander into the pop-up and expect was a multi-sensory experience. People had the chance to explore Glade's newest scents in a number of ways, including wandering through mysterious doors with labels like 'Anticipation' and 'Relax.' Alternatively, the scents could also be experienced in a more high-tech way through Oculus Rift, virtually transporting people into fragrant floral fields, mimicking scents like Glade's Red Honeysuckle Nectar.