Cool clothes in a high-tech store setting

New York -- Rebecca Minkoff has brought its “Store of the Future” concept to Los Angeles.



The on-trend apparel brand has opened a 4,600-sq.-ft. flagship — its largest space to date — on Melrose Avenue. The store boasts many of the same tech innovations that are found in the brand’s Manhattan store, including a digital screen on which customers can pull up image of the line’s fashions, request that items be brought to a fitting room, and even order a beverage, and fitting room mirrors with built-in interactive.



But the Los Angeles store also features a few extra features, including a 750-sq-ft. event space (called Minkoff Projects) for rotating art, music, tech and other installations, and a connecting 350-sq.-ft. Uri Minkoff men’s shop, decorated with wooden details, orange-cushioned seats and a shag rug.



Next up for Rebecca Minkoff is a store in Chicago. It’s scheduled to open in November, and will feature similar high-tech features.