The Beverly Center to me is an icon, and that is one of the reasons why I am so excited to open our new store there. We feel it is an elevation of our brand and also a good fit for us. If I think back to my first shopping experiences in LA, the Beverly Center was where that took place. I still remember the first time I went there and vividly recall the drive from Los Feliz, where I was staying at the time. Particularly what stood out to me is the left turn off Sunset, with that high elevation, onto La Cienaga. From hearing the likes of Usher and Drake quote the Center in their songs to all the luxury stores that exist in the Center as aspirational to me as a designer, it truly is a dream come true.
I do recall the days when we sold at Traffic in the Beverly Center and how well we did there. Honestly that is where we started to have a legitimate business. So to have our own store now seems like a great fit. It provides the brand with a clean and calm luxury environment to showcase our products, and with it, I feel we can elevate our product offering to cater to the environment we now find ourselves in. Design-wise we kept it very on-brand and minimal, and I love that as a blank canvas to showcase our products. If you’re in LA anytime soon, pop in and say hello and check out the new space.