Originally from Guatemala City, designer Guillermo Andrade defined his style very early on, but it wasn’t until 2015 that he founded his quirky 424 streetwear brand in Los Angeles. The brand’s original store on North Fairfax Avenue closed its doors during COVID, but a little while ago, a new 424 retail space has been inaugurated on a more upscale location—Melrose Place. Rubbing shoulders with the stores of fashion and lifestyle brands such as Bottega Veneta, Rachel Comey, Waterworks, IRO, and Isabel Marant, the new 424 store stands out because of its unusual aesthetic. Andrade collaborated with multidisciplinary studio Zoo as Zoo to create a mystical, grotto-like setting which aims to push the boundaries of traditional retail. As such, the 1,625 sq.ft. (151 sqm.) space juxtaposes a variety of materials, including concrete, cement and steel, while seamlessly blending industrial aesthetics with organic elements, and playing with the contrast between warm and cold tones. This audacious approach deviates from the norm of creating retail spaces that are merely aesthetically pleasing, aiming instead to craft an ambiance that resonates with the brand’s quirky philosophy. The new 424 store carries the brand’s full range of apparel, accessories, bags and shoes. © superfuture