Dsquared2 opens first U.S. store

Dsquared2 has opened its first U.S. store on Rodeo Drive in Beverly Hills, California. The American rollout will precede store openings in New York and Miami by the end of the year.

Founded almost two decades ago by Dean and Dan Caten, Dsquared2 has been ready to open in the United States, where it gets the highest percentage of its online customers, reported Women's Wear Daily. Within the United States, the highest percentage of online customer orders originate in the Los Angeles area.

Due to the original look of the space, the design concept incorporates the 30-foot-high lofty space with exposed tubing and brick. The facade features bands of concrete poured into black transparent glass and double-height front windows. Inside, the motif is similar. Large wooden logs act as a nod to the founder's Canadian heritage.

In all, the location is 4,500 sq. ft., consists of two levels, and centers around an area traced along a pathway meant to resemble a forest trail. Cage-styled partitions and tall screens with vertical metal rods delineate areas devoted specifically to apparel, accessories, shoes, underwear and fragrances.

Another Canadian touch: circular wood trunks with open veins are used in dressing rooms, which also feature images of forest vistas, and along the floors are velvet armchairs illuminated by floor lamps.

"In America, we are not perceived as a whole collection because you don't get the whole message in other stores. This is finally our chance, and it will also help our department store and wholesale business in the way they sell and buy," Dan Caten told Women's Wear Daily.

Dsquared2 joins several other retailers that recently opened large concept shops in the greater Los Angeles area. Wildfox has set the retail scene in its new West Hollywood location, garnished by Jane Austen novels and roses, all inside what resembles a pink, French chateau. And Urban Outfitters opened a "his and hers" flagship, complete with Moorish architecture, in Westwood Village.

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