Dries Van Noten came to us wanting more than a first North American retail store—he wanted to create a fashion destination.
Dries Van Noten came to us wanting more than a first North American retail store—he wanted to create a fashion destination.
Even in normal times, the search for the first U.S. flagship store for a brand as renowned as DVN is no ordinary real estate search. Add a global pandemic and the process gets even more interesting—but also more creative, collaborative, resilient, and inspiring.
The standard luxury fashion brand playbook calls for lots of glass walls and “co-tenancy”—moving in alongside other luxury fashion brands. But Van Noten didn’t want his store to blend in with others—he wanted a stand-out, stand-alone destination. And in Los Angeles, even the most visionary spaces must deal with two very practical consideration: Parking and Signage Since unlike a Mall or a street in a dense urban core, a large majority of customers in L.A. will come by car and discover you on their commute by.
When Opening Ceremony vacated their West Hollywood space, DVN—along with the Baker Team—saw an opportunity to make something new from the former home of their longtime friends and collaborators. The compound on La Cienega Boulevard sits across from the iconic Norm’s Diner but no other fashion brands flank it or are across the street. With side-by-side parcels, 2 buildings, an eye-catching massive outdoor billboard, and ample surface level parking, the site feels more akin to an art film movie set than a retail store. The resulting site combines a retail shop, a gathering place, an art gallery, and a shoppable archive into a full brand experience.
Lease negotiations began just as L.A. was shutting down—but through sheer tenacity, the project moved forward. The Baker Team not only negotiated with two separate landlords in the midst of a rapidly changing market, but also coordinated remotely with a multi-city team, and introduced DVN to consultants and architects with specific experience launching European brands on U.S soil. It is a testament to the dedication and resourcefulness of everyone involved—that the store opened in record time; after signing a lease in June 2020, DVN opened its doors in October of the same year.
Opening such a space during a pandemic might seem counterintuitive—but the store has already exceeded projections. In its highly visible spot on La Cienega, DVN is a reminder of the life-affirming power of art, beauty, and creativity—and a beacon of good things to come.
Press:
https://driesvannoten-la.com/press/
https://www.thecut.com/2020/10/dries-van-noten-la-store-opening.html
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