In
a surprise move, New York City-dwellers Mary-Kate and Ashley Olsen chose sunny
Los Angeles as the location for their first-ever Elizabeth and James
brick-and-mortar outpost. Opening today at The Grove, the L.A. flagship store
is more than just a home for chic pieces from the twins´ contemporary label;
its thoughtfully decorated interior, designed with the help of David Montalba
of Montalba Architects, gives shoppers a personalized Elizabeth and James
experience via the Olsen-curated selection of vintage California- and
Japanese-inspired furniture and accessories.
In
addition to jewelry, fragrance and the fall 2016 ready-to-wear collection —
which includes tailored twill gaucho pants and garment-dyed crewneck
sweatshirts — the 1,200-square-foot shop houses a handful of vintage tees and
kimonos selected from the beloved L.A. vintage shop Spanish Moss. Customers
also have exclusive access the brand’s Eloise embossed croc tote ($495), as
well its matching pouch, wallet and keychain. Lightweight (and SoCal
weather-friendly) 100 percent cashmere scarves ($195) are also exclusive to the
store.
The
same brick walls and wooden floors that gave former tenant Johnny Was its
earthy, boho feel, were given new life with fresh coats of white paint, filling
the space with a bright, clean vibe while allowing the organic texture and wood
grain to shine through.
Marble
slabs and pale wood fixtures affixed with stainless steel hardware display a
collection of handmade Japanese paper notebooks, pottery, sage bundles and
soaps (all for sale) as well as vintage decorative items evocative of the
space´s unique blend of California-inspired Americana (a vintage copy of
Kerouac’s Big Sur, a guide to Frank Lloyd Wright’s most iconic California
works) and ‘60s Japanese culture (black-and-white vintage ink sketches of a
Kikkoman soy sauce bottle, an authentic Japanese curtain).
“Mary-Kate
and I have always viewed Elizabeth and James as a lifestyle brand and are
excited to finally share our vision for the ‘world of Elizabeth and James,’”
said Ashley.
Indeed,
the modern arty decor (coffee table books on Picasso, Brancusi and Noguchi are
sprinkled about) looks as if it could have been plucked straight from an
Elizabeth and James mood board, as do the L.A.-inspired pieces from local flea
and design showrooms Orange, Galerie Half and Gibson. The holistic vision,
extending to the store furnishings and curated items, mirrors the approach the
Olsens took to the first store for their higher-end brand, The Row, which
opened in spring 2014 on Melrose Place.
Added
Mary-Kate, “Storytelling is important to us and was the foundation for our
design vision. We curated the space to create a welcoming environment for our
customer.”