Pret-a-Reporter

Retail Report: Rebecca Minkoff's Tech-Savvy L.A. Flagship Opens

Courtesy of Rebecca Minkoff
Inside Rebecca Minkoff's Melrose Avenue flagship.

Located on Melrose Ave, the NY-based designer's storefront also houses the first-ever shop for Uri Minkoff, the brand's line of men's leather goods and accessories.

Rebecca Minkoff's first-ever L.A. flagship has officially opened. Upon entering the modernly designed Melrose Avenue space, shoppers are welcomed to a digital screen that doubles as a mirror where one can order different drink options (coffee, tea and bubbly included), as well as swipe through the designer's favorite looks with just a simple tap on the display.

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The high-tech functions don't stop there — if you decide that you want to try on one of the coveted pieces featured on the screen, just a touch on the "add to my room" button and those items will be ready and waiting for you in the store's equally high-tech dressing rooms. In there, you'll find a mirror that will digitally describe whatever items are in the room. How so? The clothes are equipped with RFID tags on the clothes and an antenna in the wooden structure above the room sends waves to the mirror so it's able to identify the pieces. The room's special paint also allows for the room to only read what's within the space. And because Minkoff understands how important lighting is (for selfies or otherwise), you can even change the room's lighting from "Runyon Canyon Morning" to "Weho After Dark" to decide if that dress is going to make you look date-night ready.

With its high-tech details and the debut of the Uri Minkoff flagship — a men's line of leather goods, bags, accessories and, now shoes, founded by Uri, the brand's CEO and co-founder (also Rebecca's brother) — the store is sure to leave every visitor impressed.

 

The Structure

Situated on the corner of Melrose Ave and Kings Road, across from Vivienne Westwood, the light-soaked 4,600-square-foot space embraces both the Minkoff's SoCal roots (specifically San Diego) and their current home, New York. According to Uri Minkoff, the store's wooden details, including its hardwood floor and tree stump stools, represent California's beach vibes, while the concrete finish and pyramid studded wall are a reflection of the Big Apple.

The Finds

Fans of the brand, which counts Zosia Mamet, Anna Kendrick and Jessica Alba among them, will be pleased to find her latest fall collection available at the Melrose location, from ready-to-wear to accessories and everything in between. And when it comes to getting your hands on one of Minkoff's crossbody bags or mini satchels, you'll have no problem finding the handbags displayed neatly on shelves against the crisp white wall. As you move farther into the store, you'll find an entire section dedicated to the label's new athleisure line that offers all the pieces necessary to work out (or to look like you did, at least).

The Standout

In addition to being the designer's largest store in the world, the Melrose location is particularly special for two reasons: There's Minkoff Projects, a 750-square-foot space for rotating art, music and tech (NY-based Y7 yoga studio is currently doing a pop-up in the space through Sunday), and the Uri Minkoff (formerly known as Ben Minkoff) flagship, a men's section of the store that's decorated with wooden details, orange-cushioned seats and a soft shag rug, and features a collection of leather goods, bags and accessories and a new shoe line.

Rebecca Minkoff, 8335 Melrose Ave., Los Angeles; rebeccaminkoff.com

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