Fred Segal ups the ante on Hollywood flagship

Fred Segal is designing its new flagship to be more than a just “a store.” Instead, it’s creating “a style and design laboratory.”



The iconic retailer, which has a reputation for carrying an internationally influenced high-end fashion mix, will open a 22,000 sq. ft. flagship store on the corner of La Cienega and Sunset Boulevard in West Hollywood, California, this fall. Defined as “a style and design laboratory,” the location will feature exclusive collaborations, partnerships, food and beverage, and a venue for LA events large and small.



Specifically, it will highlight innovative assortments of men's and women's fashion, lifestyle, beauty, eyewear, kids and home brands through permanent collections and pop-up concepts. The store will also feature dynamic event spaces, an onsite florist, full-service salon, a restaurant concept by Bill Chait, as well as the highly recognized San Francisco Café Tartine.



The permanent retail shops will include The Highline (multi-brand men's shop), Fred Segal by Maris Collective (multi-brand women's shop), Atelier and Repairs, CAP Beauty, the first west coast CFDA retail space, Eggy, Flower Girl LA, Framed EWE, Replika Vintage and The Pancake Epidemic. A slate of rotating designers, performances and event will be announced this fall.



The space will occupy the ground levels of two recently developed luxu-ry residential buildings. Like the brand's Melrose Avenue outpost and its former Santa Monica space, which closed last year, the new flagship will also be decorated with the company's iconic ivy-covered facade, according to The Hollywood Reporter.



"Fred Segal brings a collective creative viewpoint to life every day,” said John Frierson, president of Fred Segal. “People in L.A. are looking for a place to go to see what's next. And this is what Fred Segal has always been about.”