Since its inception in 2019, South Korean eyewear brand Blue Elephant has quickly become an established name on home turf and in Japan with its affordable, on-trend collections. Based in Seoul, the company has recently kicked off its international expansion with an new flagship store in Los Angeles. The brand secured Pottery Barn’s former location on North Beverly Drive, occupying a lofty 660 sqm. (7,104 sq.ft.) space on the premises of a 1940s building. The interior design, created entirely in-house, embeds the existing bowstring truss roof structure, which is entirely clad in timber, in a modern setting with abstract volumes. The setting is anchored by a sculptural installation, which serves as a display, and is inspired by the typography of the letters ‘LA’, and an arched tunnel-like structure. Large-sized photographs are interspersed, adding to the visual dynamic of the store.

Additionally, a mezzanine level utilises overlapping curves and a contrasting warm red carpet to create a space reminiscent of an urban sunset. Polished concrete flooring ties in all of the store sections. The chosen aesthetic reflects Blue Elephant‘s retail design approach, which aims to reinterpret the space in accordance with the architectural and cultural identity of each host city. The new Blue Elephant flagship store carries the full range of glasses and sunglasses, including the special LA Exclusive Collection which has been launched here. Inspired by the city’s dynamic culture and natural environment, this collection embodies the city’s characteristics, where timeless icons and contemporary culture coexist, and existing references are reinterpreted with a modern sensibility. Blue Elephant recently found a new investor in Affirma Capital, allowing the brand to accelerate its retail expansion abroad in the near future. © superfuture