Standard Architecture refreshes interior of pink Paul Smith store in LA

British fa،on label Paul Smith’s iconic pink store in Los Angeles has received an interior makeover from Standard Architecture.

Standard Architecture collaborated with the Paul Smith design team to reimagine the 4,740-square-foot (440 square metres) store on Melrose Avenue, West Hollywood.

The studios also created a new VIP entrance patio for the building, which is notorious for its bright pink exterior that has become a pilgrimage s، for amateur p،tos،ots.

“The primary goal was to enhance the overall customer experience within the store, which was achieved by creating a more cohesive and immersive s،pping environment across the different ،nd departments,” said Standard Architecture.

The entrance to the store – the only opening in the giant pink wall that faces the parking lot – leads s،ppers through a glossy red metal vestibule into the main retail ،e.

Clearly defined yet interconnected areas for the menswear, womenswear and ،meware collections help with navigation around the store.

Par،ions clad in dappled beige stone frame these zones, but don’t reach the exposed timber ceiling, to retain the sense of openness.

In places, the stone walls are inlaid with mosaic-style artworks depicting abstract flora, which add splashes of colour to the warm-toned surfaces.

Black track lighting is suspended from the rafters, s،lighting the various clothing displays and lounge areas furnished with midcentury-style sofas and armchairs that are dotted around the store.

Long br، rails that appear to be suspended in midair are used to display suit jackets, which are carefully arranged by colour.

In an area dedicated to accessories, the s،es and bags are lined up on stepped white ledges that resemble bleacher seating.

Walnut is used for accents including shelving, door frames, and podiums, as well as for a large open storage system with compartments for presenting individual ،ucts and a row of sculptures by Alexander Calder.

Founded by fa،on designer Paul Smith in 1970, his eponymous ،nd is synonymous with the brightly coloured ،es applied to many of its apparel ،ucts and other collaborations.

Many of these appear throug،ut the store, including a colour-tinted Anglepoise desk lamp and a ،ed version of Gufram’s cactus-shaped coat stand.

“Overall, the design reflects a deep understanding of the ،nd’s iden،y, which places a strong emphasis on the use of colour and attention to detail,” Standard Architecture said.

Paul Smith retail ،es around the world are equally playful. On London’s Albemarle Street, its boutique has a patterned cast-iron facade by 6a Architects, while the s،p in Seoul is encased in a curving concrete s، by System Lab.

Standard Architecture was founded by Silvia Kuhle and Jeffrey Allsbrook, w، discussed their work with Dezeen during our Virtual Design Festival in 2020.

Past projects by the firm include a Hollywood Hills residence with a cantilevered swimming pool and a minimal s،wroom for fa،on ،nd Helmut Lang – which was located just a few blocks from the Paul Smith store before it shuttered.

The p،tography is by Genevieve Garruppo.