Wildfox opens concept shop in Hollywood

Contemporary fashion brand Wildfox opened its first retail store on Sunset Plaza in West Hollywood, California. The store, with future plans to expand across the United States and Japan, is styled to simulate the experience of walking into a French chateau.

The 2,000-sq.-ft. space is doused in pink and houses a collection of Jane Austen novels, reported Women's Wear Daily. The scene is supposed to remind shoppers of the fall collection, which predominantly features roses, which can also be seen on flower crowns atop mannequins' heads.

Pink is extended to the chandeliers, which illuminate brass furniture, a four-poster bed, a vintage Mastercraft table with Ts, and shelves of sunglasses that can be customized.

Details go all the way down to the dressing rooms, which include sepia wallpaper with collages of photos from past lookbooks and ad campaigns. Even the cash register is displayed on an art deco credenza.

Wildfox has seen a big growth spurt since launching seven years ago. Its wholesale spans 30 countries with 1,200 boutiques, department stores and shops-in-shops. Now the retailer has planned a series of opening in the United States and Asia, including Malibu, California, New York's SoHo neighborhood, Miami and Chicago. A partner in Japan will manage five stores in Tokyo. 

Wildfox joins a growing trend of retail concept shops that are using aesthetics, decor and architecture to set a shopping mood. For example, Jimmy Choo just opened a concept shop in its flagship London location that sets the scene through art, walls and cabinet doors lined by gold mesh, and a chandelier adorned with gold hoops and raw crystals. And just last week Urban Outfitters laughed a "his and hers" store in Westwood, California, which features Mediterranean architecture, complete with Moorish arched windows.

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

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