It was only a matter of time before Bluemercury officially morphed from specialty shop to flagship store.

This month the 18-year-old beauty franchise, which has more than 140 doors in the U.S., and who went national since selling their company to Macy’s in 2015, can add another thumbprint to their roster. Found commandeering the corner of 53rd Street and 6th Avenue, the new 2,700 square-foot beauty hub will be part of the Hilton Hotel.

“This is totally different from anything we’ve done before,” explained Bluemercury co-founder Barry Beck, as he gave Beauty Insider a private hard-hat tour. “Not only is this a combination of our dream, but it transitions us from a cult-following shop to this iconic luxury brand.”

On a personal level, for a man who reviews more than 100 different real estate opportunities a week, being in Midtown Manhattan was a passion project.

“I’ve always wanted to have a store here that was true to our ethos while being a friendly neighborhood place where we can give expert, honest advice,” he said. “This area is home to some of the world’s most iconic brands, like Harry Winston, and Van Cleef & Arpels, and is just steps away from Radio City and Central Park, among other famous places.”

Caché aside, there’s also the heavy foot traffic appeal.

“The Hilton Hotel is the largest hotel in New York City, with almost 2,000 rooms and 1.2 million international visitors a year,” he said. “Sixth Avenue has the least retail vacancies end-to-end than any other avenue in New York. This location catapults us into an international brand, and this space let’s us capture the tourist customer and the local customer who lives and works here.”

According to Barry, Bluemercury flagship will also focus on four massive trends: expansion of their naturals’ section; the launch of forthcoming m61 and Lune + Aster items, their two in-house product lines; development of their new men’s products and services program; and most impressive, the Beauty Connect mirror.

“We really wanted a digital innovation focus, so we’ve created bagless shopping. This is the only place in the country where you can scan an item in the store and we’ll deliver the package to your home,” he explained. “Or, we can track you on your phone and deliver the product to you via messenger later in the day if you don’t want to carry it around. Right now we promise to get you your purchase in under an hour, anywhere in the city.”

Found near the checkout is a 50-inch digital mirror that allows consumers to view every item sold in the store, see different images of the product, and in some cases, watch a video. Next month, consumers will be able to try on any product while sharing it with their social network, where they can receive real-time feedback.

“I spend an incredible amount of time pouring over data which helps me see these trends in advance,” Barry added, which took him and wife Marla, Bluemercury’s other half, more than 18-months to bring from concept to fruition. “And we’ve always been able to see the white space very far out. This store brings us into a whole other sphere in terms of digital, trends and programs that other places aren’t offering.”