Retail
8507 Melrose Ave, West Hollywood, CA
1000 sqft
Like an aesthete’s apartment, the store is compartmentalized into an intimate series of rooms. The brand personified, the home answers the merchandise, at once echoing the brand—as in the ceiling checkerboard mural, a distillation of iconic campaign and product imagery—and becoming a neutral foil for the brand’s eccentricities. Each domestic experience heightens the next, discovery augmenting discovery. In one vignette, warm terracottas and creamy sand tones provide a neutral backdrop for colorful merchandise. Large waves sweep across limewashed walls. Terraced displays showcase the many shades of the Brand’s expanding cookware line. Smooth, ceramic tiles in jewel-tone hues—sapphire, emerald and amethyst—neighbor rutted plaster display fixtures. Sheer linen curtains and diaphanous textiles, suspended from the ceiling, are answered by a heavy, sculpted dining room table.
Playful surprises abound – colorful cabinet knobs are actually the brand’s distinctive pan lids. Glowing arched niches feature still lives composed of best sellers. A final surprise: the Small Room of Wonders designed with lavender tiles and floor-to-ceiling mirrors to create the illusion of a never-ending dining table. The brand’s mission of “Building a bigger table” is realized, aptly merchandised for an iconic instagram photo. A retail landmark.
Photography by Jenna Peffley and Elizabeth Carababas