New York’s hottest brick-and-mortar is the new CoverGirl flagship store in Times Square. It officially opened on November 23. This place has everything: two floors, a Google AI greeter named Olivia, AR glam stations where you can virtually try on makeup, regular glam stations where you can physically try on makeup, makeup applications by CoverGirl BFFs, selfie-backdrops, customization stations to personalize lipsticks and makeup bags, and hopefully an entire shrine dedicated to this very intense mascara.

The new “experiential makeup playground” is big for the brand, both literally and metaphorically speaking. Yes, it’s 10,000 square feet of shopping space, but it’s also CoverGirl’s first physical retail store in the brand’s over 60 years of existence.

Shawmut Design and Construction is the General Contractor who has worked on the project.