Standard, a Los Angeles-based multidisciplinary architecture and design practice, has completed this retail project, the flagship store for online couture retailer REVOLVE Clothing (REVOLVE).
The new storefront, which is REVOLVE’s first-ever brick-and-mortar retail space, is conceived as a high-fashion gallery that also serves as a flexible space and a destination for art, fashion and creative events.
“For REVOLVE’s retail debut, our design needed to fulfill our clients requirements both from functional and a symbolic standpoint,” said Silvia Kuhle, Standard Partner. “As a young company making a significant jump to the next phase of its development, REVOLVE needed a space that would comfortably showcase their constantly changing selection of couture brands while also embodying their rise from virtual world retailer to real world fashion destination.”
All photographs by Benny Chan
The 2,600 sf space is located at Melrose and La Cienega. Since the space is not readily visible from the street, Standard marked the subtle entrance to the narrow passage that leads to the main showroom with a dramatic display window that affords a glimpse into a walled garden beyond, essentially pulling visitors into the space.
Inside, Standard’s streamlined design created a modern gallery space with high ceilings and smooth concrete floors to serve as a conceptual environment for REVOLVE’s constantly changing fashion displays, regularly curated in response to fashion trends. A flexible wall of curved panels creates a rhythm of displays. The long two-story wall lined with fixed vertical white lacquered wood fins leads emphasizes the height of the space in the main showroom. Between each fin, separate niches allow for individual display space that gets accentuated by the ambient lighting.
All floor fixtures are custom designed by Standard to be minimal, low, and removable, allowing for different configurations. A series of over-sized graphics by Matt W. Moore (mwmgraphics. blogspot.com) dominate the view from the entry, creating a focal point to balance the fins. The ceiling, which is punctuated by radiant skylights, is an inverted umbrella that unifies the space.
In addition to the main retail space, the new store offers auxiliary areas. A staircase leads from the main showroom up to a long, low and narrow mezzanine located opposite the fin wall. Clad with warm walnut wood, the loft area will feature a rotating selection of shoes and allow for a birds eye view of the spacious interiors.
Beneath the mezzanine, a passage connects the lower level to a walled sculpture garden containing a set of museum-like vitrines that will display permanent contemporary and vintage fashion pieces. This brings the guest full circle back to busy Melrose Avenue, now visible from the other side of the display window that one sees upon entry.
“Through the use of interesting materials and soft vertical topography, we’ve created a space for REVOLVE that is emblematic of their own young, vibrant, and entrepreneurial spirit,” said Standard Founder and Partner, Jeffrey Allsbrook. “REVOLVE is at once an intimate boutique and a gallery for contemporary fashion.”
About standard :
Established initially in 1992 as an art and architecture gallery, Standard evolved into an informal collaboration of a small group of architects, artists and writers with shared interests in contemporary art, architecture, and the urban environment.
Today, Standard is a multidisciplinary architecture and design practice that focuses on creating residential, retail, and work spaces for a diverse clientele including artists, writers, filmmakers, educators, clothing designers, and entrepreneurs. Led by partners Jeffrey Allsbrook and Silvia Kuhle, designs are characterized by a modern European aesthetic that is consistently elemental, evocative, and precise. Standard maintains a small, highly collaborative and rigorous design studio.