Moschino opens first US concept store in LA

Moschino made its first appearance in the United States today, with a storefront at 8933 Beverly Boulevard in Los Angeles. The concept, by creative director Jeremy Scott, is in the former Hadid Gallery, reported Women's Wear Daily.

The gallery is 3,500 sq. ft. of glass and white space that accentuates the large-form installations—oversize cola cans with mannequins in graphic, crushed can-printed dresses and separates.

The store's location on Beverly Boulevard is west of Robertson Boulevard, where most of the other high-end fashion retailers sit. Instead, most tenants are furniture stores, showrooms and art galleries. However, Scott is a long-time figure in Los Angeles' art and design worlds and was appointed as creative director in 2013.

"I understand why Jeremy needs to spend time in L.A., where there is good energy. Frankly speaking, there is a little less energy in Milan right now," CEO Alessandro Varisco told Women's Wear Daily.

Another oversize cola can that opens up to display more clothes sits in the center of the store and is in front of a wall with the doubt-C logo. The bathroom walls and ceiling are red, yellow and black graffiti by one of Scott's friends.

Moschino is opening stores in Berlin, Madrid, Miami, Tokyo and Seoul. It also plans to revamp its 13 directly-operated and 150 franchise shop-in-shop locations.

Moschino joins a host of specialty retailers that have opened concept shops in Los Angeles over the past year, including Warby Parker, and an Urban Outfitters "his and hers" flagship.

For more:
-See this Women's Wear Daily article (subscription)

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