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Cosmetic brand Urban Decay opened its first ever freestanding store last week in California, and it's been dubbed the UD Wonderland. What else to call a 1,000-square-foot flagship store with six makeup stations, a digital video wall, a UD Lounge with a coffee bar and an Instagram-ready photo booth, and a "dude station" where waiting boyfriends can hang out?
The shop opened in Newport Beach, not far from where the brand began nearly 20 years ago in Orange County, which made this a natural location for the company's first brick-and-mortar store. "We travel; we go to cities for inspiration, but I want to live here," Urban Decay co-founder Wende Zomnir told the LA Times. It won't be the only Urban Decay store, though. The Times reports that a second Urban Decay shop will open in London in December.
· Urban Decay Again Defies Expectations [LA Times]
· Urban Decay's Hi-Tech Beauty Haven Debuts in Newport Beach [Racked LA]
· Tour of UD Flagship [The Velvet Underground]
· MAC Is Opening Stores Specifically For Teens and Tweens [Racked]
· The 38 Essential Online Beauty Shops [Racked]