FRAME Denim (Culver City, Calif.) has opened its first bricks-and-mortar store on Los Angeles’ Melrose Place.
The 1550-square-foot flagship store was designed by Stockholm-based architect Christian Halleröd and blends together the local California aesthetic as well as a Swedish one that pays homage to the brand’s founders, Erik Torstensson and Jens Grede, who are both Swedes. Accordingly, it features minimally-stocked marble shelves and tables as well as stainless steel light fixtures, coffered ceilings and local Redwood that contrasts with the other materials. California landscapes are featured in two lightboxes that greet customers as they enter the store
“We wanted to stay true to the brand’s heritage, a fusion of European and Californian design sensibility while being aesthetically conscious of the local environment,” the founders said, according to Wallpaper*.