Despite attempts to fly under the radar, the much buzzed about first flagship from The Row opens in Los Angeles this week. The light-filled 3,800 square foot space tucked away along Melrose Place has long been visited by Ashley and Mary-Kate Olsen when it was the former Sally Herschberger and John Freida salon. Blink and you’ll miss it, the retail outpost isn’t actually visible from the street. The midcentury modern structure feels incredibly Californian with high glass walls and a pool separating what the twins call the east and west “galleries.”

Designers David Montalba and Courtney Applebaum worked with the Olsens to create a space truly evocative of Los Angeles, looking to locals such as JF Chen, Blackman Cruz and Thomas Hayes Gallery for furniture and antiques and with both girls loaning art, jewelry and objects from their own personal collections for an individual touch. Shelves and racks are stocked with The Row’s ready-to-wear collection in its entirety alongside accessories, handbags, pieces exclusive to the store and of course, the t-shirts for which the brand is known. Capsule collections are said to be in the works for the flagship, as well as the possibility of the Olsens’ other line, Elizabeth and James, bowing its first brick-and-mortar location. – Chris Tsuyuki

The Row

8440 Melrose Place

Photos courtesy of WWD

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