The Smashbox Cosmetics Los Angeles flagship store.
Smashbox, the cosmetics line born from the Los Angeles photo studios of Dean and Davis Factor, finally has a U.S. retail flagship. Opening today at 1335 Abbot Kinney Boulevard in Venice, Calif., a stone's throw from the studios, the 1,800-square-foot Smashbox Studio Store, aims to bring a photo-shoot-type makeup experience to beauty retailing.[caption id="attachment_10946637" align="aligncenter" width="600"] The Smashbox Los Angeles flagship.[/caption]"It was important to us that this did not feel like a traditional store; we wanted to create something new. At Smashbox photo shoots we are mixing colors and coming up with fun looks, and wanted to bring the studio experience out to the consumer. It comes back to Davis Factor wanting a community of creative people to collaborate with, which informs the entire brand," said Beth DiNardo, Smashbox global brand president. "That is why we chose Venice."Fashioned after a photo studio, with glam stations, skylights, video screens and an actual mini studio with a psych, the store is filled with rolling display stands for products that can be moved to suit retailing needs. In fact, nearly every fixture except for the lipstick wall and the video wall, is on wheels."'Always on wheels' was one of our principals, the other is always in beta. Eighty percent of this is going to work, we just don't know which 80 percent," DiNardo said. "The third is always an event, so there will be an event here every day, whether it's green eye shadow day or a collaboration with a store across the street. We hired people who are photographers, social media managers and event planners as well as makeup artists."[caption id="attachment_10946636" align="aligncenter" width="400"] The Smashbox Los Angeles flagship.[/caption]Smashbox, which is now owned by the Estée Lauder Cos. Inc., already has 20 international stores, but this is the first photo studio concept. Eventually there will be other studio stores in the network, but the Los Angeles unit will remain the hub driving ideas and testing new products, such as the Photo Finish Primerizer and a primer stick.Each glam station comes with digitally controlled lighting that reproduces various locations and times of day, so women getting their makeup done will be lighting-appropriate to their event. Each retail stand also comes with swatch stencil strips, so customers can sample several different colors at once, in the form of a colorful tattoo on their arm.In the back of the store, there is a "gloss with purchase" station where customers can mix their own lip gloss, take a Polaroid and pin it to the store's board, or take a digital photo and tag it #smashboxvenice, which then feeds it to the video wall that will also stream live feed from Smashbox Studios shoots. The reusable canvas shopping bags and pouches are customize-able with patches and studs that can be added for each item purchased. The store also has a 3-D lipstick printer.[caption id="attachment_10946638" align="aligncenter" width="600"] The Smashbox Los Angeles flagship.[/caption]The services menu includes lessons, touch-ups, skin product color-matching and contouring, and mini and deluxe makeup-plus-photo shoot services. On Monday afternoons the studio is available to all the retailers on Abbot Kinney to shoot for free."We are going to take 90 days to figure out what is scalable, what works, what piques the most interest," DiNardo said. "Then our plan is to do maybe six of these around the world, someday 20, that will be hub central of our retail world. But I don't envision a traditional approach because we have a great distribution and we have everything online. We don't have a plan, but we have a dream."
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@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
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@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
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For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
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