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Though it doesn't open for business until tomorrow, Revolve boutique on Melrose—nestled next to Taste just east of La Cienega—hosted its opening event Wednesday night with requisite champagne, DJ and eats by Eric Greenspan of The Foundry. Though the invite said "private cocktail reception," it felt much more like a bash with a packed house of young things—enough people that you had to skirt the walls or muscle your way through the crowd.
Which is not to say there isn't plenty of space at 2,500-square-feet with a lofted area for shoes, carrying labels such as L.A.M.B., Botkier, WESC, B. Son, Gryson, Citizens of Humanity and Abaeté. What's interesting about this opening is that fact that it's an ecommerce site (revolveclothing.com) opening a brick-and-mortar, rather than the other way around. The retailer—which will carry about 10% of its 500 online brands, per WWD, in the store—is melding the virtual and real worlds by the site's new "try-on" feature, which "will allow local shoppers to request an online item be sent from the Cerritos warehouse to the store to sample the fit and style." Also a carry over from the site, the shop "will continue to work with celebrity stylists such as Nicole Chavez and Eric Damon," who's received a lot of attention styling for Gossip Girl.
The airy shop—designed by Standard, with white walls, high ceilings, cement floor, sectioned off racks, and mannequins suspended high above eye level—has a very different vibe from other staple multi-designer LA shops, such as Fred Segal and Madison, which go for a cozier, boutique-y shopping experience. This is more along the lines of Theory down the street—starker, creating a distance which does feel a bit like shopping online.
· Storecasting: Revolve on Melrose [Racked]
· Revolve Opens Physical Store [WWD, subscription req]