First opened in 2005, the bright pink, Luis Barragán-inspired Paul Smith store on super tony, hyper affluent Melrose Avenue, Los Angeles is now more than just a retail space; it is an architectural landmark, an Insta-famous, social media icon (#pinkwall) and a key image on the contemporary California pop culturescape. No pressure then, for the team creating the city’s second Paul Smith store, located on South Broadway in the hip Downtown area.
Located down the street from the Ace Hotel, next to the 1926 Orpheum Theatre, the new, 1,345 sq ft retail space at 842 South Broadway, in a former office of the Optometric Eye Institute is taking a more measured, curatorial approach to its retail image. To celebrate the store’s opening Paul Smith has invited British artist and ceramicist John Booth to collaborate in a total visual takeover that includes graphic window displays, large-scale artworks and custom painted antique furniture.
Already a long-term fan and supporter of John Booth’s colourful work, Smith mentored John Booth back in 2007 for the Rising Talents Award at the Maison et Objet Paris interior design fair and has showcased John Booth ceramics at the Paul Smith shop at No. 9 Albemarle Street, London. For the interior of Paul Smith Downtown LA, Booth has created seven unique, large scale works to be displayed inside the store. Multicolourful work also spills over onto exterior, architectural and industrial elements of the shop, which have been painted in typically bold shades also. To mark the occasion of the store opening, a capsule collection series of limited edition Paul Smith x John Booth accessories – consisting of a scarf and a baseball cap – will be on sale. #pinkwall now faces some serious insta-competition from #blueheatingduct. §
