Nendo fashions Theory’s Los Angeles boutique
As if creating nine shops for Theory (two in Paris, one in London, Beijing, Shanghai, Tokyo and Osaka and another in LA) wasn’t ambitious enough, Tokyo-and-Milan-based studio Nendo has reinvented the traditional shop floor at the new Melrose boutique. Rather than emphasising product displays, the designers have focused on flow and a sense of exploration. The functional, loft-style interiors were carefully considered to control the traffic direction around the store space. As a result, the sartorial message of creative director Olivier Theyskens is clearer than ever.