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If you're still freaking over the fact that cult-cool Swedish label Acne Studios is setting up shop in rapidly growing DTLA, get a load of this: the store is opening this fall in the Eastern Columbia Building at 849 South Broadway and, covering over 5,000 square feet, will be its largest studio in the world. So, why Downtown?
According to WWD, the brand first set it sights on Melrose, but made a "gut feeling" change to head east. "Maybe it's a European thing, but we really like the area," Mikael Schiller tells the fashion trade pub. "Los Angeles is not really a city where people walk; people drive. So we were saying to ourselves, if we are going to do something, we have to do something that feels special and gives people a reason to drive there."
Besides its surprising location and size, Acne DTLA's special touches will include the brand's first in-store cafe run by Stockholm's Il Caffè, as well as a VIP room for patrons looking for a more private experience. Merch highlights include men's and women's ready-to-wear, denim, bags and accessories. Is it fall yet?
· Acne Set for Downtown L.A. Flagship [WWD]
· OMFG: Swedish Brand Acne Sets Sights on Downtown LA [Racked]