Design Destination: An Icon Is Reborn – Fred Segal SunsetAuthor:Abigail Stone
Originally established in 1961 in a vine-covered store on the corner of Melrose Avenue and Crescent Heights Boulevard, Fred Segal has been the shopping destination that brought Southern California’s laid-back luxury to life.
From denim to diamonds, the clothes, accessories and home goods, presented in a open, airy environment marked by blond woods, white walls and the brand’s signature blue and red lettering, helped define a high-low mix that is quintessential to Los Angeles style .
The Sunset location takes the original store’s mood and expands on it, incorporating an intriguing mix of permanent shop-in-shops, event spaces, and pop-ups including: Flower Girl LA, an onsite florist; Tesse, an eaterie by famed restauranteur Bill Chait; a Fred Segal Café by Tartine, San Francisco’s favorite bakery; HARTEL, a multi-brand men’s shop; CFDA, which showcases new designers; Libertine; Fred Segal Originals, modern luxe essentials for men and women, all designed by the Fred Segal brand; and, to launch “Fred Segal Loves”, a Levi’s pop-up that includes a bluetooth compatible jacket that allows you to control your phone from its sleeve.
More than just a shopping hub, the new space is a destination. Designed by Brand Studio CAA-GBG with AliceAnn Wilson, Creative Director, in collaboration with Mike Mankin Design and LMA Architects, its 13,000 square foot floor meandering plan celebrates exploration, experience and discovery. Long-time fans will be pleased to discover that this new location incorporates the iconic ivy-covered facade, mansard awning and signature striping. Inside, low-key materials are interspersed with eclectic design moments — a neon heart whose reflection seems to hover over LaCienega, a swinging chair, a hand built treehouse by Takashi Kobayashi, a vintage décor wall bloom by Danny Flynn and a textile concept by Johnson Hartig — that encourage curiosity, inventiveness and a playful rock star “break the rules” attitude that has always been at the heart of the Fred Segal ethos as a place for “those who live uniquely, love freely and listen to their own fashion heart”.
“Fred Segal Sunset fuses the coolest brands in fashion, entertainment, lifestyle and design under one roof,” says John Frierson, President of Fred Segal,
Fred Segal Sunset, 8500 Sunset Blvd, West Hollywood, CA 90069, 310-432-0560