A rendering of Oliver Peoples' East Hampton store.

Los Angeles-based luxury eyewear brand Oliver Peoples, which established itself as a California cult brand in the Eighties, is finally making a permanent home for itself on the eastern most part of the country with a new boutique at 53 Newtown Lane in East Hampton that will open Memorial Day weekend. Encouraged by sales at last summer’s pop-up shop there, the company, now owned by Luxottica, will put down permanent roots in the established retail strip, which houses luxury retailers such as Ralph Lauren and Magaschoni.

“East Hampton has been a target location for us from the beginning…it was just a matter of finding the location and we believe this space on Newtown Lane is it. We have a goal to stay close to our customers and many of them are in the Hamptons over the summer,” said chief executive officer David Schulte.

The company enlisted Los Angeles-based architecture and design firm Marmol Radziner to reconstruct the organic-looking pop-up store for a more permanent look. Inspired by East Hampton’s white sand and breezy beach houses, the firm merged the raw, rough-hewn quality of the pop-up with the warmth and leisure of a beach house gathering. The sales floor is reminiscent of a sunken living room, furnished with walnut Hans Wegner original mid-century pieces atop a weathered, patchwork rug. All is set against a backdrop of floor-to-ceiling lath wall, textured gray wood flooring and gray ash casework. To complement the homey vibe, the boutique will house a window installation by emerging Los Angeles artist Rosha Yaghmai.

“The area is rich with artistic heritage, so many cool and amazing artists have either lived in the Hamptons or spent time there at interesting stages of their career and this really resonates with us,” Schulte said. “With this in mind, we commissioned an incredible installation by Rosha, which we think is unique to her style but also relevant to our brand.” Yaghamai plays with ideas of sight and vision through the use of multicolored, Oliver Peoples exclusive pre-cut eyeglass lenses. Her curtain is constructed from an assemblage of woven lenses and embedded in worn metal, which creates a distorted passage of visibility, stimulating the senses. The brand is known for playing with the senses; last year it commissioned a fragrance from cult perfumer Byredo, for which it also designed corresponding sunglasses through which to visualize the scent, so to speak.

The store will showcase the new Oliver Peoples x The Row collaboration in addition to the summer 2016 collection and a curated selection of exclusive custom frames. As in its other stores, there will be on on-site optician to help customers find and fit frames.

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