Fred Segal

As an established renowned brand, Fred Segal opened a new flagship store to help reinvigorate their brand identity in West Hollywood. Once strongly rooted in 1960’s SoCal culture, the refreshed store needed to breathe new life into the brand. A “shop-in-shop” concept was proposed and executed with a village of clustered retail spaces to allow for unique customer experiences and future flexibility as collaborations change over time.

The team designed a moveable plant wall to help combine and separate the retail area with a space for the Fred Segal Cafe by Tartine, which extends out into a new outdoor dining area and deck. On the building’s exterior, white tile and a creeping fig wall recalled Fred Segal’s original, iconic Melrose Location.