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The Row’s first flagship store opens in West Hollywood, LA

Posted on May 14th 2014 by

Yesterday, Mary-Kate and Ashley Olsen have opened their first brick-and-mortar store for The Row, and it sells furniture. The red ribbon has been cut to The Row’s first flagship store in West Hollywood, LA on Melrose Place and we could only imagine that it’s a minimalist decorator’s dream. The layout itself is reminiscent of midcentury modern California pad – complete with a swimming pool in its glass courtyard. In an interview with WWD, the designing duo referred to the shop as “hidden gem,” because its not visible from the street; customer have to pass through white double doors and then a narrow brick courtyard to reach it.

The Olsens wanted the store to represent Los Angeles, where The Row initially began, so they worked with designers David Montalba and Courtney Applebaum, as well as celebrated local furniture and antique dealers to pull the space together. While the 3,800-square-foot property has a minimalist aesthetic, it is completely full of notable pieces, including a Jean Prouvé dining table, a Fortuny floor lamp, Poul Kjaerholm coffee tables, and Paul McCobb woven leather chairs – all of which are also for sale. 

With two galleries staged to feel like a dining area and a living room, and a third smaller space with a limestone fireplace and black leather seats that resembles a library, the space feels more residential than commercial. “Ultimately, for us, it was about setting it up like a home and just having the apparel be apart of the space,” says Ashley. In addition to the coveted vintage furniture, the space is also sprinkled with accessories like potted succulents, scented candles, floating mirrors, artwork, and desktop items that give off a homey vibe. “Over time we’ll start curating more and more pieces,” says Mary-Kate, who tells WWD she brought in a Sergej Jensen painting from her own house into the space. Overall the brand “is really about a lifestyle,” Mary-Kate says. “I think this store is a great starting-off point to express where we are going.”

 It was important to both Mary-Kate and Ashley to not only sell The Row’s ready-to-wear and accessories but include furniture, jewelry, and décor from local vendors, to make the evolution into a lifestyle brand. In addition to the brand’s clothing and goods The Row store will house in-store exclusives, collaborations, fine jewelry from Sydney Garber by Brooke Neidich, a selection of vintage jewelry, and Manolo Blahniks that the designers have always loved.

Photographed by Donato Sardella
 
The Row is one of my favorite labels and I’ve coveted a few pieces that are my most valuable articles of clothing. Since you can’t shop directly on their site, this concept store is a turning point for the brand, and of course the sartorial dresser is more than appreciative that The Row is diving into retail. 
 
Head over to WWD to hear more details about the space and take the full tour.
The Row is located at 8440 Melrose Place and is open Monday through Saturday, 10AM-6PM.
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