Keffer Studio's miniature beauty shop, seen by Hospitality Design

Hospitality Design also covered Little Luxuries, BEAUTYSPACE's first shop, which We Heart featured a few days earlier. It's a single 765-square-foot room one block north of Union Square, devoted to premium beauty products in miniature, and the magazine calls it a first-of-its-kind retail concept in the US.

Founder Greg Keffer's idea was to design at the scale of what's being sold, giving tiny products the same care you'd give full-size ones. With so many small packages, the studio chose restraint over clutter, dividing the room into fragrance, skin and hair zones marked with lettering set into the joinery.

The colours are Neapolitan: soft pinks, creams and warm browns. A pink velvet curtain softens the room and a camel rug sits on the original hex-tile floor. In the middle, mirrored chrome islands bounce the light around so products stand out. The glass pendants were made with HB Lighting in its Brooklyn glassblowing workshop, and oversized magnifying glasses in the windows enlarge the minis for people passing by.

The location means a lot to Keffer. Over three decades in hospitality, including helping reposition W Hotels at Rockwell Group, he designed Union Square Café and Daily Provisions nearby. He says every choice was about making people want to step in and explore.

Our summary of a story from Hospitality Design, published 25 September 2026. Read the original