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Brief Published: 23 Aug 2013

Retail/Hotel Hook-Up: Warby Parker at The Standard


US-based eyewear retailer Warby Parker has chosen The Standard hotel in Los Angeles as the location for its second flagship. The first digitally-enhanced New York flagship opened in April 2013.

Situated inside The Standard’s lobby, the new store (which opened on August 17) is cannily positioned to capture the luxury hotel’s built-in audience of design-conscious, premium consumers. From the hotel’s perspective, the retail proposition adds merit to the guests’ experience as well as encouraging locals to visit.

The brand already runs kiosks inspired by 1960s-era newsstands, dubbed "readerys", at Standard hotels in Miami and downtown Los Angeles.

Stylus has previously explored the trend for hotels and retailers to join forces to reimagine the hotel gift shop in Retail/Hotel Hook-Ups and Hotel Lone’s Concept Store. Also, look out for the next part of our Anywhere Retailing industry trend Collaborations: Beyond the Shop Floor (published August 23) for more on trans-industry brand partnerships.

In a bid to tap into local culture and upgrade its cultural kudos, Warby Parker has also launched an Artist in Residence scheme in L.A., New York and Miami. The brand (along with input from music producer Randall Poster) selects emerging musicians, provides them a four-day residency at The Standard in their home city, and asks them to create two songs inspired by their surroundings.

Exclusive content from the residencies—such as artist interviews, videos and photos—will be released on the Standard Culture website. Final tracks will be available for purchase from Warby Parker stores in the run-up to Christmas 2013.

For more on how retailers are integrating local flavour into their store designs, see Making Global Brands Local, Community & Commerce and Hyper Local Cultural Hubs.