The new 424 Melrose Place store, designed by Zoo as Zoo for Guillermo Andrade of Los Angeles-based luxury fashion label 424, takes patrons on a journey that reflects the brand’s bold avant-garde ethos.

Inspired by Andrade's design process, which involves deep exploration and a fusion of opposite elements, the space was conceptualized to mirror this methodology. The 1,625 sq.ft. (151 sqm.) space embraces a juxtaposition of materials including concrete, cement and steel, seamlessly blending industrial aesthetics with organic elements, playing with the contrast between warm and cold tones to create an intriguing ambiance as one steps into the immersive world of 424. Ultimately, the objective was to convey the essence of the brand spatially, resulting in a space that serves as a testament to its philosophy.

Known for its experimental and playful approaches, multidisciplinary studio Zoo as Zoo designed the cavernous, grotto-like setting to push the boundaries of traditional retail. Treading delicately the balance of mixing extreme polars, the experiential exercise evokes strong emotions without foregoing utilities. Inventory storages are carefully tucked in an accessible hallway lining behind the hand-formed stucco walls. Measured and modular shelving systems integrates within the space in a single gesture, and custom-made rack systems emerges as deliberate, purposeful sculptural focal points. The space embodies sentiments of uncanny familiarity, encourages curiosity and discovery in visitors, as it steers away from conventions of an aesthetically pleasing and architecturally sound retail space. Here, a harmonious convergence of disparate elements forms to disrupt quietly.