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When a shop's materials are as unexpected as the clothes, retail becomes an exercise in expression

BOOKMARK ARTICLE
A Los Angeles chain with four decades selling curated, luxury garments and accessories under its belt, H. Lorenzo perhaps felt secure enough in its local clout to explore something more experimental when reopening their archive boutique. - Gian Barbarona
Conceived by the Italian designer Olivierio Baldini of Studio O, the shop is decidedly playful. - Gian Barbarona
From the curved, glossy sofa to the raw, unadulterated fibreglass, ‘every element’, Baldini says, ‘is designed to spark curiosity and imagination.’ - Gian Barbarona

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Design
Visual Merchandizing
Aria Daniella Clemente

Italian designer Studio O brings joy and creativity back into the realm of retail at an LA archival boutique.

FRAME’s take 

Why so serious? It’s a question we find ourselves asking

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