COS’ streamlined modernist approach to clothing has come to life in downtown Los Angeles.
A newly opened pop-up shop, which was broken in with a cocktail event Thursday evening, is more art gallery than store. But it’s a good way for the brand, owned by H&M, to make inroads among the cool kids in downtown. The company’s existing area stores are located on North Beverly Drive and South Coast Plaza with another set to open at the Beverly Center.
“We don’t have a store here and it’s a very different crowd here than the store we have in Beverly Hills,” said COS women’s designer Karin Gustafsson. “It’s nice because we see that our customer really appreciates art, culture, design and architecture so they very much share the interest we have.”
COS once again teamed with Brooklyn-based design firm Snarkitecture on its gallery store. It’s the second time the two have joined forces, following an installation earlier in the year at the Salone del Mobile in Milan.
The Los Angeles pop-up is located at Austere, a venue that bills itself as a place for Scandinavian design. The idea was to create something that was more than just for commerce.
“It’s very important for us when we do these types of events like pop-ups and that it’s not just a shop that we also do something that ties us in with the art and design,” said COS head of men’s design Martin Andersson. “What’s nice about Snarkitecture is that they embody both art and design.”
The space is split in two mirror images of one another through the use of a 20-foot mirrored wall, with one side of the room a stark white and the other a dusty rose.
“It was really based off the collection,” said Snarkitecture cofounder Daniel Arsham. “We knew that we wanted to use a reduced [color] palette… and basically came up with this idea of the duality between the two spaces. They’re perfect mirrors of each other.”
The pop-up remains open until Nov. 15.