The Mission, marketed: the Glossier pop-up at Rhea’s Cafe.
by Elizabeth C. Creely
The large pink wall on the side of Rhea’s Café can be seen from the intersection of Bryant and Mariposa. I’m near-sighted, so the fact that I can see a pink wall three city blocks away means something, mostly that the marketers at Glossier, which is staging a pop-up cosmetics store in Rhea’s Cafe until April 15th, got what they wanted. Visibility. Some local outrage probably helped with that, too. A Missionite posted on Nextdoor that she wanted the sign “legally” removed. Half the posters on Nextdoor sympathized, half told her she was being ridiculous, some informed her that they’d be heading over to the pop-up. The argument moved from there to No Eviction Mission, a Facebook group, where it continued inconclusively.
As I walked down Bryant, the pink blob resolved into the image of a pink rose. At least fifty people were queued up along the wall. Well, that’s an invitation for a blogger if there ever was one, I thought. People who stand in lines are sitting ducks for writers. I moved in.
A man with a funny look on his face—was it guilt? sheepishness?—loitered underneath the street sign. “What do you think of all this?” I asked him. He shrugged and smiled. “I’m waiting on my girlfriend,” he said. “She’s in line.” He told me they had driven from Sacramento for a day in San Francisco, which included a stop at the Glossier pop-up.
“She read about it,” he said. “Got really excited.”
“Don’t you want to go in? You drove all that way!” I said. He looked horrified.
“It’s not really my thing,” he said.
Glossier, so you know, is a venture capital backed, online cosmetics company, valued at millions of dollars, which has been described as the “Estee Lauder for Millennials”. It makes low-coverage makeup for a wide range of different skin tones. In contrast to the vividly-hued makeup I spent many hours applying to my face in the eighties, the Glossier brand is diffident, almost introverted. The names are the tip-off: not eyeshadows, but “eye glows”. Not blush, but “seamless cheek colors” inspired “by gradient pink NYC sunsets”. And Boy Brow, which is kind of like mascara for your eyebrows, but less brash, almost undetectable.
What caught me off-guard, when news of the pop-up broke, was the weird combo of make-up and food. Rhea’s cafe is famous for their chicken sandwiches, but in my experience, chicken sandwiches and lipstick don’t go together. My shock was complete when I saw the re-design: the interior looks like a big seashell, and a distinct scent of rose absolue wafts through the air, outside. How did you do it, Glossier? I didn’t see any diffusers , but I’m not the only one who’s noticed the scent. Jim on Nextdoor did, too. He thought it was “nice.” And about those “gradient pink NYC sunsets”—what colors might Glossier be inspired to use as a result of its stint in the Mission? It’s really more about smell here: how about a new scent? Any suggestions, readers? Take your bright ideas to the pop-up. You have five days to let them know.
The spectacle of the Glossier pop-up is the most attention this locale has had since July 1917, the year that the Wickersheimer Brothers saloon, which occupied the building 100 years ago, was targeted for robbery by the “White Mask” gang, a group of Irish-Americans who had been robbing saloons in the Mission District. William King and James Kennedy entered the Wickersheimer saloon, pulled out their guns and tried to get down to brass tacks. Joseph Kraus, the president of the Anchor Brewing company, who just happened to be in the bar, enjoying an after-work brewski, pulled out his gun and shot Kennedy. The robbers stumbled out of the saloon, King dumping Kennedy on the corner of 19th and Bryant, before running back to their flat. Kennedy was arrested and taken to General Hospital. Later, the police arrested King and their molls—Agnes Sullivan, Hazel Moran and Florence Cumming, plus another accomplice, a man named Henry Starkey.
Things have been quiet since then. A series of restaurants popped up in the building: the New Bryant Restaurant in the forties, the Home Plate restaurant in the sixties and Hazel and Jim’s restaurant, which lasted until at least 1980. And now it’s Rhea’s, run by James Choi, who opened it to great fanfare in 2013 and reportedly has had a struggle staying in business.
“James listed this space on Craigslist,” the Glossier “showroom editor” minding the line told me. She meant James Choi. (Glossier calls its salespeople “showroom editors”. Glossier really loves playing with language.) She was good-natured and answered all my questions.
“How much are they paying you?” I asked. “Minimum wage?”
“More,” she replied and then whispered conspiratorially: “sixteen”. They were paying her 16.00 an hour. She was wearing a pink coverall, like a repairman. This puzzled me. Did Glossier want people to think that she could spackle a wall if need be? Or that makeup equaled repair? And why pop-up at all?
“They don’t really have a store,” she said. “That’s not their thing. They open pop-ups from time to time. This is the longest one they’ve done,” she added.
“How many of these people are from this neighborhood?” I asked her. “Can you tell?”
“There’s definitely been neighbors who came and checked this out,” she said. “There’s a lot of locals, but also right now there’s a lot of people from Southern California. It’s spring break.” She turned around and smiled sweetly at the people queuing obediently along the pink wall. “You can go in now,” she told them. Turning back to me, she said “We’re trying not to get too crowded in there.”
“But food and make up? How does that work? What does one have to do with the other?”
She laughed. “Everyone says that,” she said. “But it’s worked out. You know, the owner said he was having trouble staying open…they had weird hours, like 11 to 3, I think? So he posted an ad on Craigslist looking for partners and Glossier was like, ok!”
“Are there always people in line?” I asked.
“Mostly. When we opened there was a huge line. Went down the entire block.”
“Have there been any …conflicts?”
“No,” she said. She knew what I meant. “It’s been quiet.” She liked working for Glossier. “We have a diverse staff, and people like that: they really notice it. Glossier has a range of products intended for all skin tones.” She repeated: I really like this company.
We chatted some more. She was a nice twenty-something, with clear skin and well-groomed eyebrows (Boy Brow!). She lived in the Mission District above a noisy restaurant and was having a hard time with the noise produced by the construction across the street from her apartment. The hard concrete walls effortlessly lobbed noise around her neighborhood. “Oh my god, it was earsplitting with the jack-hammering but now, after two years of construction, it’s gotten even louder.” The large underground garage made everything echo, she told me.
I got a quick psychic hit of her, sitting in her apartment, trying to contend with the unfamiliar sounds of a growing city; the hardness of the new Valencia Street, that has more concrete walls than before. There is a history of sound in all places, and that history has changed in the Mission. The acoustics I encountered at the age of twenty-five on Valencia Street in the nineties were softer. There was more weathered wood and fewer hard surfaces and more room, in general, for sound to travel and dissipate. The fog, which used to roll in regularly, muffled everything: car horns, people talking. The Mission could, at times, almost be inaudible. It’s not like that anymore.
I thanked her and got on my way, walking past the line of Glossier fans who were busy taking selfies, and doing that thing they do when they crook their knee, sling their hip to the side, and smile guilelessly up into their phone. My upstairs neighbors Chava and Nick walked by and saw me taking pictures and tapping notes into my phone. Chava laughed. She knew what I was doing. “You don’t want to know, Elizabeth!” she said. “You don’t want to know.”
I kinda don’t. “Gentrification” has less to do with how things look, and more to do with what things—lip gloss, chicken sandwiches, dwellings and wages—cost. Neighborhood-serving businesses like laundromats, dry cleaners, repair stores, small restaurants like the Sunrise café on 24th street, constitute some sort of affordable consumer normalcy, a long tradition in the Peterite village of the Mission District. There’s something creepy in the way that pop-up’s like Glossier appear out of the blue –the pink?–luring people into its rose-scented store. They’ll vanish into the ether on April 16th, taking their business with them. None of that money will circulate through the Mission.
Except for the wages that the showroom editor takes home. Boy Brow* is $16.00 for a little more than a tenth of an ounce. For $16.00 an hour, Glossier gets a human being to sell that item. For $16.00 an hour, our neighbor, the Glossier showroom editor, pays her rent, buys her food, and does all the things one does with wages. She probably doesn’t save much. But more importantly, she costs Glossier $16.00 an hour. I wonder if Glossier, which prefers the ephemeral to the enduring, will extend this preference to their employees. How close are we to robots who monitor lines, speak clearly and pleasantly and function without the requirements of health insurance, rent, food and the regulations of the Occupational Safety and Health Agency?
A 2013 paper by Oxford scholars Carl Benedikt Frey and Michael A. Osborne entitled “The future of employment: How susceptible are jobs to computerisation?” wastes no time in informing the reader that fully 47% of “total US employment is at risk.” The low-wage and low-skill jobs that they say will vaporize under the impacts of computerization, and AI, too, undoubtedly, perfectly describe the job of the Glossier showroom editor. The next time Glossier, or any other structure-eschewing business decides to pop-up in San Francisco, their staff may be REALLY diverse.
It’s true that online undertakings which flirt with, monetize and cheapen the 200+ years of history and culture** in the Mission are obnoxious. But I’m anxious about the showroom editors of this world. Five years ago, it would have been hard for me to write that last paragraph: my fear of laboring robots would have seemed like credulous paranoia. Now it’s not only plausible—it’s in play. Why, then, must we be human? How can our simple hands keep pace with the arid efficiency so treasured by the designers of robotic labor?
I’m late to the game. But I had to think this issue through. I was less upset by the silliness of the pop-up, and more pre-occupied by the showroom editor: her existence in this city, and the entirely human way she subsided into silence and leaned against the wall, after I stopped asking questions, looking weary as she waited for the end of her workday.
*(hint: you don’t have to spend 16 bucks to tame your brows. Combine a dab of Vaseline & your preferred mascara, or eyeshadow to hold your brows in place. Don’t use shades with a warm undertone- go for a cool taupe brown. Play with the exact amounts, and you’ll get more or less the same results. )
** I’m using the founding of the Mission. Which date am I supposed to use? You can argue with me if you want. I had to start somewhere.
Finished on April 11 at 9:32. It’s never too late to read Rilke’s Duino Elegies, no matter how many Zen workshops & self-help sessions they’ve endured. Here’s to Jupiter in Scorpio and the deep up-welling of secrets and treasures.