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Standard Architecture refreshes interior of pink Paul Smith store in LA
CategoriesInterior Design

Standard Architecture refreshes interior of pink Paul Smith store in LA

By Zarkon Group,

British fashion label Paul Smith’s iconic pink store in Los Angeles has received an interior makeover from Standard Architecture.

Standard Architecture collaborated with the Paul Smith design team to reimagine the 4,740-square-foot (440 square metres) store on Melrose Avenue, West Hollywood.

Paul Smith LA store interior is stone-clad partitions and exposed raftersPaul Smith LA store interior is stone-clad partitions and exposed rafters
Standard Architecture and the Paul Smith team reorganised the LA store to better define the brand’s different collections

The studios also created a new VIP entrance patio for the building, which is notorious for its bright pink exterior that has become a pilgrimage spot for amateur photoshoots.

“The primary goal was to enhance the overall customer experience within the store, which was achieved by creating a more cohesive and immersive shopping environment across the different brand departments,” said Standard Architecture.

Seating area with clothing displays on either sideSeating area with clothing displays on either side
Stone-clad partitions help to define areas, but don’t reach the exposed timber ceiling

The entrance to the store – the only opening in the giant pink wall that faces the parking lot – leads shoppers through a glossy red metal vestibule into the main retail space.

Clearly defined yet interconnected areas for the menswear, womenswear and homeware collections help with navigation around the store.

Suits displayed in colour order on long brass railsSuits displayed in colour order on long brass rails
Long brass rails are used to present tailoring

Partitions clad in dappled beige stone frame these zones, but don’t reach the exposed timber ceiling, to retain the sense of openness.

In places, the stone walls are inlaid with mosaic-style artworks depicting abstract flora, which add splashes of colour to the warm-toned surfaces.

Paul Smith homeware collaborations displayed in a corner of the storePaul Smith homeware collaborations displayed in a corner of the store
Paul Smith’s collaborations with Gufram and Anglepoise are among the pieces on show

Black track lighting is suspended from the rafters, spotlighting the various clothing displays and lounge areas furnished with midcentury-style sofas and armchairs that are dotted around the store.

Long brass rails that appear to be suspended in midair are used to display suit jackets, which are carefully arranged by colour.

Shoes presented on stepped white ledges that resemble bleacher seatingShoes presented on stepped white ledges that resemble bleacher seating
Shoes are presented on stepped white ledges that resemble bleacher seating

In an area dedicated to accessories, the shoes and bags are lined up on stepped white ledges that resemble bleacher seating.

Walnut is used for accents including shelving, door frames, and podiums, as well as for a large open storage system with compartments for presenting individual products and a row of sculptures by Alexander Calder.

Founded by fashion designer Paul Smith in 1970, his eponymous brand is synonymous with the brightly coloured stripes applied to many of its apparel products and other collaborations.

Many of these appear throughout the store, including a colour-tinted Anglepoise desk lamp and a striped version of Gufram’s cactus-shaped coat stand.

Glossy red metal vestibule with store interior beyondGlossy red metal vestibule with store interior beyond
Entry to the store is via a vestibule wrapped in glossy red metal

“Overall, the design reflects a deep understanding of the brand’s identity, which places a strong emphasis on the use of colour and attention to detail,” Standard Architecture said.

Paul Smith retail spaces around the world are equally playful. On London’s Albemarle Street, its boutique has a patterned cast-iron facade by 6a Architects, while the shop in Seoul is encased in a curving concrete shell by System Lab.

Bright pink exterior of Paul Smith store on Melrose AvenueBright pink exterior of Paul Smith store on Melrose Avenue
The store on Melrose Avenue is an icon in Los Angeles thanks to its bright pink facades

Standard Architecture was founded by Silvia Kuhle and Jeffrey Allsbrook, who discussed their work with Dezeen during our Virtual Design Festival in 2020.

Past projects by the firm include a Hollywood Hills residence with a cantilevered swimming pool and a minimal showroom for fashion brand Helmut Lang – which was located just a few blocks from the Paul Smith store before it shuttered.

The photography is by Genevieve Garruppo.



Reference

ATRA outfits Olson Kundig-designed house in West Hollywood
CategoriesInterior Design

ATRA outfits Olson Kundig-designed house in West Hollywood

By Zarkon Group,

This townhouse in Los Angeles by US firm Olson Kundig is outfitted by furniture brand ATRA with “the best that Mexico has to offer”.

The Garden House, which sits between West Hollywood and Beverley Hills, was designed as one of eight single-family homes that form the The Houses at 8899 Beverly development.

Living room with bronze fireplace, two armchairs and transparent staircase
The interior of the Garden House is divided into two areas by a central void, which contains the staircase

Each of the two-storey residences was designed by Olson Kundig with a unique look and layout while retaining a cohesive language across the set.

For this particular house, which is decorated for a fictional future client, Mexico City-based design studio and furniture brand ATRA used many of its own products to create an environment that complements the architecture.

Sculptural dining table, branch-like chandelier and textured wall artwork
To decorate the house, ATRA used several of its own products including the dining table, along with pieces by Mexico-based artists and designers

“We wanted to sublime the minimalist architecture and the simplicity of the volumes by keeping the home versatile – imagining that the owner could be a young family as well as a Hollywood actor or a tech entrepreneur and that the design should not only fit but inspire all the above,” said the ATRA team.

From the street, the house presents as austere – comprising dark cladding materials and emphasised horizontally by an extended flat roofline and porch cover.

Volcanic stone desk
The volcanic stone desk in the study is also designed by ATRA

The building is entered into a double-height space from the side, effectively splitting the plan into north and south areas.

A staircase with open risers and glass balustrades rises up through the central void, its transparency allowing views from one side of the house to the other.

Kitchen with wooden cabinetry and thin metal stools against the island
Earth tones are used throughout the ground floor, including in the kitchen

The living room to the north is anchored by a large bronze feature that frames a fireplace, while ATRA’s Egge velvet sofa and pair of armchairs face one another across a low stone coffee table.

On the other side of the staircase is the dining room, where the brand’s sculptural Pebble dining table sits below a branch-like chandelier by Isabel Moncada, and beside a highly textured artwork by Julio Rizhi.

Vertical striped painting behind a burgundy-hued lounge chair
Upstairs, bolder colours are used to appear like “happy accidents”

“We curated the best that Mexico has to offer to enhance this house with unexpected artworks and thoughtful designs,” said Gabriella Kuti, ATRA’s lead designer.

Earth-toned furniture and textured finishes are used prominently throughout the ground floor, including a volcanic stone desk in the study and warm wood cabinetry in the kitchen.

A slightly different colour palette was employed upstairs, where grey sheen walls and burgundy-hued chairs are found in the primary bedroom.

“Some unusual warm and vibrant colors were introduced like a happy accident,” said ATRA.

Works by international artists in the home include a wall piece by Ghanaian artist Serge Attukwei Clottey made from a patchwork of yellow gallon containers, and bold-striped paintings by French artist Edouard Ng.

Private patio with plunge pool
A private patio at the back of the house features a plunge pool

Tucked out of view at the back of the property, a small outdoor patio features a square plunge pool and sculptures by Pablo Arellano.

The eventual owners of the house will also have access to the amenities of the adjacent residential tower 8899 Beverly, including a pool, a covered dining area and gardens, an indoor fitness centre and a yoga studio.

House exterior with dark cladding and flat roof
The architecture by Olson Kundig comprises dark materials and exaggerated horizontal planes

ATRA also provided furniture and decor for a show apartment in New York’s One Wall Street designed by FrenchCalifornia, and launched its Nerthus-Sofa modular system in 2020.

The company was founded by Alexander Díaz Andersson, who is also its creative director and works across furniture, sculpture, interiors and hospitality projects.

The photography is by Michael Clifford and Nils Timm.

Reference