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Brief Published: 5 Feb 2015

February 2015: New Season Retail Launches, LA

Extra
Nasty Gal opens its first store in Los Angeles

The past three months have asserted Los Angeles' status as a genuine international retail contender, thanks to a wave of brands selecting the city for their key US and, in some instances, global store debuts.  

  • Italian luxury fashion house Moschino has opened its first stateside store in the West Hollywood Design District. The bright, 3,700 sq ft space retains many of the features of its former guise as an art gallery – most notably, a huge window in the front, and a spacious terrace to the rear. The collections are easily rotated thanks to moveable chrome hanging bars and glass shelves, while stone and concrete vitrines provide more robust anchors. Read more about Moschino's visual smarts in Haute Humour: Visual Influence.  
  • American online apparel retailer Nasty Gal has opened its first physical location in West Hollywood. The 2,500 sq ft store is composed of semi-private spaces created from cage-like structures, plus five fitting rooms with two-way mirrors that serve as the centrepiece of the store. The novel cubicles – which appear as standard fitting rooms from the outside – allow consumers to try on clothes while watching the action on the shop floor. For more on this topic, see our report Future-Facing Fitting Rooms, publishing later this month. Tech features include phone-charging stations, and associates equipped with iPads for making transactions.
  • Swedish fast-fashion retailer H&M has introduced its upmarket sister brand Cos to the US in a two-storey, 5,700 sq ft gallery-esque shop in Beverly Hills. The low key, naturally bright and airy space carries a minimal design aesthetic with a muted palette and mid-century modern furnishings.  
  • American skincare brand Murad has opened its first flagship in Beverly Grove. The 1,200 sq ft shop offers a host of free, cutting-edge services, including skin health analysis, guided product applications, and the brand's exclusive YouthCam – a technology that helps store specialists create custom regimens for each client. It also features an interactive art wall, where shoppers can create their own virtual paintings. Learn more about Murad and other retail strategies rooted in health and wellbeing (including those beyond traditional health-related sectors) in Wellness Retailing.  
  • Australian activewear e-commerce brand Vie Active has made its global bricks-and-mortar debut with a cosy location on Venice Beach's Abbot Kinney Boulevard. The 600 sq ft shop also stocks complementary Australian accessory and apparel brands, and hosts free weekly in-store "sweat seshes" with local trainers. For more on active retailing, including concepts with an educational element, see Sports Retail Reinvented and Edutainment Retailing.
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