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Design commandos Ethan Imboden and Philip Wood have written their own prescriptions for pre-holiday angst — “Intervention,” a temporary Brand Pharmacy installation in the avant-garde boutique All Purpose in Los Angeles. Part guerrilla store, part art installation, The Brand Pharmacy makes its debut Monday and will be up at the South Flores Street location through Dec. 9. Hospital curtains will be hung on tracks and a medicine-dispensing counter will be installed to remind consumers of any shopping addictions or automated holiday behavior.
This story first appeared in the November 30, 2007 issue of WWD. Subscribe Today.
Reached in San Francisco Thursday, Imboden explained, “We’re all familiar with the manic feelings and the ups and downs of the holidays. This is a response to try to bring back meaning to the season. We often begin to lose that in the context of all the shopping mania.”
Imboden, founder and creative director of Jimmyjane, and Wood, co-founder and director of CITIZEN:Citizen, also recruited Alessandro Tomassetti, designer of the men’s wear label Filius and co-owner of All Purpose, for the project. A bulletproof rose, Tobias Wong’s ccPhone, Take the Untitled notebooks and a 24-karat gold vibrator are among the items that will be for sale, as well as Filus clothing. Knowing shopping-itis extends beyond the month of December, The Brand Pharmacy plans to hit other stores in coming months. Imboden is also collaborating on other projects with Selfridges and a yet-to-be-named Paris boutique.