Fred Segal's Sunset Strip Boutique by Brand Studio Embodies California Dreamin’

PROJECT NAME Fred Segal
FIRMS ,

Since its 1961 inception, has become synonymous with dreamy California cool. Its 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 in collaboration with and , 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 , chief creative officer of the at , “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  wool rug, and a bent rattan swing from . Photography by Michael Wells.
Eyewear is perched on rift cut white oak shelving; the stool is . Photography by Michael Wells.
In The Collective at Fred Segal shop, a  chandelier sparkles above teak hand chairs from and custom  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  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 . Photography by Michael Wells.

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