White House | Black Market (Fort Myers, Fla.) has launched a new concept inspired by Southern California's casual lifestyle, according to Women’s Wear Daily. The new boutique, at Santa Monica Place mall is similar in size to its parent brand at 2400 square feet, but the design and product mix reflect more of a “resort culture,” WWD reports.
The move reflects the company’s new strategy to localize store design by region. At the Santa Monica store, this translated into the incorporation of organic elements — brushed wood, sea glass, ceramic surfaces and soft neutral tones — into WH|BM’s black and white palette.
The design concept is supported by a cabana-style fitting room with natural fiber wallpaper, as well as black and white Southern California beach photography. The boutique's “tech table” features props like a large surfboard along with an iPad that allows customers to shop WH|BM’s entire merchandise collection on its e-commerce site.