Art has a unique power to reshape our perception of urban spaces, turning them into vibrant hubs of creativity and connection. Public art breathes new life into streets, attracts visitors and enriches the quality of life for local residents.
In an exciting initiative as part of a four-year partnership with the WNBA, Glossier is investing in public infrastructure by renovating the basketball court at Tompkins Square Park in downtown Manhattan. The global beauty brand collaborated with acclaimed artist Na Chainkua Reindorf, the community nonprofit Project Backboard, and the New York City Parks Department to realise this transformative vision.
Reindorf, recognised for her work in previous Glossier campaigns like Lash Slick and Glossier You, drew inspiration from the powerful influence of the WNBA. Her court artwork, titled "Gaze", features a stylised eye — a recurring motif in her creations. Often appearing as a canton in the upper left corner of her flag paintings, this unblinking eye is also integrated into unexpected contexts alongside female figures defined by their unwavering gaze that challenges the viewer.
Speaking to Sacred Hoops Book, Reindort said, "Eyes became a very important motif because they represented this idea of power. The eyes are the only features that they have. It’s something I want to bring attention to. It’s this idea of looking at, looking back. It’s the stare down.”
Glossier's contribution extends beyond merely sponsoring the artwork; the company also financed the refurbishment of the court to enhance its functionality. This effort included repairing the nets, repainting the backboards, and supporting a women’s league that regularly practices on the court by covering all their equipment costs.
According to Project Backboard, "The JC Pro Classic is a women’s-only summer basketball tournament in the Alphabet City neighbourhood of Manhattan’s East Village. Featuring teams across five divisions, from 10u to an open division, and with games held nearly every weekend, it is one of the premier venues to watch outdoor women’s basketball in New York."
Glossier's initiative reflects its core values of inclusivity, community building, and empowerment. By investing in public spaces such as Tompkins Square Park, the brand is making a meaningful difference in the lives of local residents. This collaboration also showcases the transformative power of art to enhance public spaces and foster social change.
