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Rackage: Pico Modern in Picfair Village

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Rackage is a look inside recently-opened stores around town. Today, let's look inside Pico Modern on Pico Boulevard.

Pico Modern, which opened in May, 2007 at 5449 Pico Boulevard, has recently expanded to a space next door, a co-op with owner Don Sanfrey and four other designers. Combined, the store and the co-op offer a trove of mid-century collectible and mid-century decorative pieces at moderate prices—i.e., there's a lot in here for three figures. You'll also find a smattering from eras ranging from the early 1900s-1970s. Sanfrey told Racked that he sells a lot of dealers and decorators around pricier areas, like La Cienega. "They come down here sometimes just to hang and get coffee because it's a much more relaxed environment."

Sanfrey, also a guitar designer, has been in the biz for 35 years and has had stores in LA and NYC, and done business in London. He does possess an overall calm, and is not trying for the hard-sell, except to convey that we should be using vintage furniture rather than buying and building and creating waste for new stuff that won't last—he's looking at you, Ikea. Granted, Ikea is cheaper than Sanfrey's shop but the likelihood is that you'll find something that will last much longer (even is it's 50-plus years old) at Pico Modern.

Other new in-store developments include an area outback where Sanfrey will sell plants in vintage pots, and a cabinet where he'll house a host of miniatures. [RackedWire]