Change- the buzzword of 2009. Fashion is an institution that reflects change. With the folding of magazines, the increasing popularity of the blog medium, and general economic meltdown, the fashion climate has dramatically altered from last year. However, an interesting new enterprise has been established by Urban Outfitters.
Although slightly suspicious of the chain store that has brought trendy, "hip" clothing to the masses, I am intrigued with UO's "new retail experiment." Called Space 15 Twenty, this new LA concept mall amalgamates the feel of a store with that of an art gallery. Space 15 Twenty hosts a variety of designers and artists that rotate every few months. Currently, one could find street styles from Alife, vintage clothing from What Comes Around Goes Around, architecture books from Hennessy + Ingalls, bohemian clothes from We The Free, Steven Alan designs, and publications from TV Books. In addition to these installations, Space 15 Twenty works with local musicians to hold outdoor performances.
Rotating designers is by no means unprecedented. NYC's Opening Ceremony is one boutique that chooses to focus on a new country each year and showcases a few impeccable designers. Paris's Colette immediately comes to mind as the original innovator when it comes to fusing clothing, design, culture, food and art. However, I maintain that Space 15 Twenty creates a revolutionary shopping experience and would look forward to a Chicago location.
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1 comment:
i already view browsing stores & the mall as a curatorial experience. that's why boutiques are successful right? bc they are edited by the owner to their tastes and to a specific style and through seasons, the style changes, which is the equivalent of a alternating exhibition. and that's why you go to stores, it's the voyeuristic, viewing experience.
i do like the intentional fusion of two different worlds though, commercial & fine art, even though they already naturally coexist.
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