Berlin-based label Marcell Von Berlin opened a new store on Melrose Avenue in Los Angeles, marking the brand's first brick-and-mortar location in the United States.
Customers who enter the 1,200-square-foot store will first encounter the brand's custom-designed foyer space, modeled after a Berlin "späti." Part speakeasy and part corner store, shoppers are meant to pass through this reminder of the brand's quintessential Berliner aesthetic before entering the main boutique area.
After passing through a blue velvet curtain, customers will find the brand's geometric, underground art-inspired men's and women's apparel from the label's fall/winter 2018 collection, as well as select pieces from the newest spring/summer 2019 collection. Highlights include the designer's recent red-lips print as well as velvet and paillette-adorned apparel.
An homage to the crisp architecture of Berlin, the store's interior features a mix of marble, leather, velvet and concrete.
The brand promoted the opening with a launch party hosted at the Melrose location attended by influencers and celebrities like Malika Haqq, Troye Sivan and Pia Mia, and offering an exclusive first look at the store's unique concept.
The new Melrose store joins Marcell Von Berlin boutiques in Frankfurt and Berlin.
