Aritzia is taking Los Angeles out on a date.
The Canadian retailer Friday opened a pop-up showroom at The Center at 1800 Melrose Avenue. Aritzia hopes to glean information about the likes and dislikes of Angelenos in advance of the permanent 10,000-square-foot flagship it plans to unveil in the spring at Westfield Century City.
The 400-square-foot pop-up showroom is located in the iconic, ivy-covered former Fred Segal space on Melrose Avenue and the corner of Crescent Heights, which was sold in March to Vancouver-based CormackHill. Sandow, the majority owner of the Fred Segal brand, has brought a trademark infringement lawsuit against CormackHill for refusing to take the Fred Segal sign off the building. A hearing on the defendant’s motion to dismiss is set for Nov. 28.
In the meantime, Aritzia is making the most of the light-filled location.
The pop-up features custom-designed floor fixtures, sculptures, plants and art. A centerpiece is a still-life painting by California artist Anna Valdez, whose vibrant works are collages of household items such as plants, quilts and books.
“Each Aritzia destination, both physical and digital, is considered individually with the goal of creating beautiful and immersive shopping experiences,” the company said.
The pop-up offers a selection of exclusive brands and recent capsule collections, including The Group by Babaton, relaxed, polished pieces in Japanese wool jersey and lightweight Italian yarn; 1-01 Babaton, corded lace blouses and open-back dresses; Le Fou by Wilfred, romantic gauzy clipped jacquard blouses and pin-tucked Victorian blouses, and the Wilfred/Citizens of Humanity denim collaboration, skinnies, $198, and cropped jeans, $235.
Blouses and knits on offer are suitable for Los Angeles weather, while colder-month items include the Golden by Tna Bancroft parka, a goose-down filled jacket with faux fur-trimmed hood, $395, and Wilfred Cocoon coat, a streamlined style made from an Italian alpaca-wool blend, $425.
A selection of leather handbags from Aritzia’s Auxiliary collection, silk scarves by Babaton and Diamond Mosaic blanket scarves are also available.
As part of the pop-up showroom’s multichannel experience, Aritzia.com is offering free expedited shipping in Los Angeles through Dec. 4. Aritzia style advisors are on hand to guide customers.
The $800 million redevelopment of Westfield Century City, which is being done in phases, is due to be completed next year. When finished, the shopping center will boast 1.2 million square feet of retail space.
While few details about Aritzia’s Century City store have been released, the decor and ambience are said to be similar to Aritzia’s new boutique concept, which is modeled after a young woman’s loft. In September 2015, Aritzia unveiled the new concept in the U.S., an 8,000-square-foot flagship in Manhattan’s Flatiron District.
Since its initial public offering in August, Aritzia has launched international shipping to 221 countries and introduced an international e-commerce site, possibly as a first step toward opening stores overseas.