The leading authority for the Architecture & Design community
December 13, 2017
Text: Jesse Dorris
Fred Segal’s Sunset Strip Boutique by Brand Studio Embodies California Dreamin’
Since its 1961 inception, Fred Segal has become synonymous with dreamy California cool. Its Sunset Boulevard flagship showcases this style in spades—along with a 13,000-square-foot store for its namesake brand within a 22,000-square-foot complex. Designed by Brand Studio CAA-GBG in collaboration with Mike Mankin Design and LMA Architects, the retailer greets shoppers with Segal’s famed ivy-covered walls and mansard roof; interiors blend warm rift oak, raw copper fixtures, and bohemian touches like a hand-painted denim tent. “One of my favorite aspects,” says Alice Ann Wilson, chief creative officer of the CAA Brand Studio at CAA-GBG, “is the iconic brand language which we were able to play with as low-fi neon installations throughout the interior.” Instagrammable wishes in neon lights—LOOK SEE FEEL BE LOVE ALL—couldn’t be cooler.
In the Fred Segal Originals space, brass pendants illuminate a CB2 x Fred Segal wool rug, and a bent rattan swing from Serena & Lily. Photography by Michael Wells.Eyewear is perched on rift cut white oak shelving; the stool is Organic Modernism. Photography by Michael Wells.In The Collective at Fred Segal shop, a Jonathan Adler chandelier sparkles above teak hand chairs from High Fashion Home and custom Kimberly McDonald sofa chairs. Photography by Michael Wells.Tubular steel and cinderblocks display seasonal collections among rotating art installations. Photography by Michael Wells.Powder-coated ¼” aluminum signage in signature red and blue sits above a row of fig trees. Photography by Michael Wells.Brass Chemetal display units and a vinyl logo atop cement flooring define the CAP Beauty shop. Photography by Michael Wells.Red, white, and blue penny tiles decorate the rift cut white oak desk, backdropped by a custom flag by Atelier & Repairs. Photography by Michael Wells.
