When I set out to design and bring to life our flagship store on Melrose, it was an exciting project for me to be able to put a real stamp on a blank slate. Evolved from my love of interior design and of sports, both those aesthetics came together in a meaningful and minimalist way. I have been creating on the store a lot more again lately and working on elevating the in-store experience because, as I have come to notice, I like the way I feel when I go to a luxury store, and the experience is just as much a part of it as the product you are buying. So being a luxury sportswear brand, I felt it is important to create that environment. I also used to work retail myself in Australia, and I feel this is very much a part of my purpose too, as I can help clients and dress them and make them look and feel good. It's a buzz for me to see someone look good in the things I have created, as that is essentially what I have set out to do in my life - to make people look and feel good. You look good, you feel good, you do good.
It also has been great to work with clients, as I get real-time feedback on products. I keep that in mind for future creations and even look at improving what products we do have and always strive for a better product, so that has been invaluable too. My plan is to open more stores in the future, so I am really working on dialing in the experience so it can be exported to future locations. I'd love to have a store back in NYC again at some point. Perhaps a second store in LA. I am even looking at Tampa of all places, as well as Miami. I feel a touch point for the brand is very important as it really communicates the brand vision, and people can touch and feel and try the product and fall in love with it. I feel it makes buying online easier too if you can go into the store and find what size you are in our various products. So stop by if you're in the Melrose area in Los Angeles, and say hello.
Take a virtual tour of the store with me here.