BLDWN OPENS NEW L.A. FLAGSHIP ON MELROSE PLACE
BLDWN has opened its first flagship retail concept on famed shopping destination Melrose Place in Los Angeles. The 1,100 square-foot space, located at 8424 Melrose Place, will serve as an immersive retail experience attributed to modern American design, which reflects BLDWN’s updated brand vision that commenced with the launch of its spring 2019 collection.
Montalba Architects, in collaboration with BLDWN’s creative team, designed the concept space as a series of framed vignettes that seam together the modern American fashion brand’s story; one of lifestyle and the celebration of American lineage.
“The vision from the beginning was to create a retail environment and experience that fully embodied and represented our brand’s ethos of Modern American Fashion & Design,” said Johnathan Crocker, president of BLDWN. “For me, that began with identifying an American architect to partner with. Having the opportunity to work with David and the Montalba team these last twelve months have been an incredible experience that we’re excited to finally share.”
The flagship boutique’s design features floating custom millwork and strategically placed metalwork volumes that fuse the design ethos with the construction of the space itself, while also meeting practical needs for product display and storage.
Throughout the space, a material palette of solid white oak, black solid steel, and micro-ribbed glass conveys a sense of transparency and texture. Custom oak millwork acts as a hand-finished backdrop to the clothing on display. The ribbed glass screens create a sense of direction for foot traffic, while also providing a layer of privacy for shoppers. A central oak-louvered feature wall serves as a focal point in the light-filled space.
“As a truly iconic American brand, BLDWN pays homage to modern American design,” added David Montalba, founding principal of Montalba Architects. “We sought to do the same through our design, which favors transparency and texture, allowing the space itself to become a poetic backdrop for the clothing.”
The new BLDWN flagship will be furnished with timeless collector’s pieces by iconic American designers like Eames, Platner, and Baughman to name a few. Additionally, the brand will feature artwork by various emerging American artists, ceramists, and designers––all of which will be available for purchase.
BLDWN has a total of seven stores (Los Angeles, CA, New York, NY, San Jose, CA, Dallas, TX, Leawood, KC, Kansas City, MO and Austin, TX) and retails online at www.BLDWN.co.
