BEVERLY HILLS — Sure it’s a cliché, Michael Kors said, seated on one of two camel-colored, buttery leather sofas in the so-called living room of his first West Coast flagship on Rodeo Drive, “but Los Angeles really is my second home, always has been. So I had to open my second collection store here.”

With the debut today of his 3,500-square-foot collection salon at 360 North Rodeo Drive, Kors makes a grand entrance to the city he visited often as a child after his grandparents moved here in the Seventies and where his mother has lived for 13 years. It opens as the new, better-priced Michael Michael Kors apparel and accessories line rolls out in more than 350 stores nationwide and the designer embarks on an 18-city tour over the next two months, breaking only to show his spring looks at New York Fashion Week on Sept. 14.

The unit represents an evolution of the “residential” concept of Kors’ shop on Madison Avenue in Manhattan, with its rug of thick, snow-white shag and mink throws and pillows on the sofas. Photography books and a Baccarat decanter filled with vodka sit on the oversized square coffee table constructed of Macassar ebony and Lucite. “I want people to hang out, have a drink, put their feet up,” he said.

On top of another slim, high table is a polished stainless steel frame. But instead of the requisite photograph, a video of the fall collection presentation flickers. The custom-created item is high-tech design at its coolest, and among Kors’ favorite things here.

“A lot of people think ‘glamorous’ has to be gilded, rococo,’’ he said. “Or if they hear ‘simple, modern,’ they think it has to be austere. I didn’t want either.” Yet Kors reached something glam and modern with the collaboration of New York-based designer Robin Kramer of Kramer Design Group.

The brushed steel and matte stone facade outside gives way through the glass doors to a high-gloss, spare yet friendly environment inside. The floors are an expanse of polished, pure-white Thassos marble. White linen covers the walls inside the shadow boxes where much of the collection hangs. Accessories, such as a black felt hat or lavender shearling sack, lie on Lucite shelves.

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