California-based luxury fashion brand St. John has opened a new concept store on Melrose Place. More like a gallery than a store, the St. John collection presents the brand in a new light according to George Sharp, Creative Director of St. John.
“The idea behind [concept] is to exhibit the collection outside of a traditional retail setting. We loved the gallery-like space and thought it would be an interesting way to experiment with showing an edited version of the collection,” said Sharp.
The concept, location and the collection are looking to create a perfect fusion of modern substance and style.
The new store opened last month.