As a long-standing brand with an established name, Fred Segal opened a new flagship store to reinvigorate their identity in West Hollywood. Once strongly rooted in 1960’s SoCal culture, the store’s new branded environments breathe new life into the name while keeping their long-standing bohemian but contemporary imagery and iconic creeping fig facades.

Working collaboratively, the team devised a village of different spaces and environments to house Fred Segal’s shop in shop experience. A moveable plant wall combines and separates the retail area with a space for the Fred Segal Cafe by Tartine, which extends out into a new outdoor dining area and deck. Elsewhere on the building exterior, white tile and creeping fig wall recall Fred Segal’s original, iconic Melrose Location.