Dsquared2 unveiled its first American store after opening the doors to its elegant Los Angeles flagship on September 13.
The brand made in Italy with Canadian roots inaugurated its American presence with a new store on Rodeo Drive. Dean and Dan Caten, owners and creative directors, are behind the store’s design, which also debuts a new Dsquared2 flagship DNA.
“After nearly 20 years of starting Dsquared2, we are so proud to bring our brand and our entire store concept offering all of our collections to US customers. It’s been a long-held dream of ours to have a retail presence here, and this Los Angeles store represents a new chapter and an energetic retail future for our brand.” said Dan and Dean Caten.
Spread out over 4,500 square feet and two levels, with a lofty 30-foot high ceiling, the store is a fluid and enveloping space. Different product categories’ displays and areas are subtly divided through architectual proportions and furnishing details.
Outside, double-height front windows immediately make a powerful visual statement. Alternating bands of concrete poured into black transparent glass give the facade a willowy, vertical point of view. Exteriors are duplicated inside using large wooden logs. An inspiration close to Dan and Dean Caten’s heritage, forest and nature are the interior’s underlying themes. Circular cut okumè wood trunks with open veins, colored and waxed by hand, are used in functional spaces such as dressing rooms, which also feature verdant vistas of Canadian forests.
Resembling a forest trail, a pathway is defined by carpeted areas, contrasting with ochre velvet armchairs softly illuminated by floor lamps. Tall screens and vertical metal rods make spaces more intimate. Fine cage style dividers sensually disperse light onto display areas. Every pivotal element of the interior is illuminated, creating an intriguing image at night when the main store lights are off.
Both floors carry iconic pieces of Dsquared2 collections. The ground floor, on street level, houses men’s wear, including Dsquared2’s Classic collection – a lineup of Italian tailored suits and tuxedos produced by Isaia, made for grand nights out in Hollywood. Fragrance, eyewear, men’s accessories and underwear join the lineup, as well as a women’s display hinting at the full women’s collection found on the floor below. All Dsquared2 women’s collections are available, including a capsule line of cocktail and evening gowns inspired by old Hollywood glamor and designed for starry awards nights. No Dsquared2 woman would be without her towering heels, and the floor also features a dedicated space to Dsquared2’s Italian-crafted shoes and bags.
Boutique Dsquared2 461N. Rodeo Drive 90210 Beverly Hills – CA Phone: +1 (310) 8880117