Photo courtesy of Gensler/Ryan Gobuty
This article expands on ideas presented in the 23rd edition of Gensler’s Dialogue magazine, which explores the intersection of cities, brands, and consumers. Click here to view Dialogue 23 online.
When Topshop made its entrance on the West Coast of the United States, the British retailer strategically placed its newest flagship at The Grove, a popular Los Angeles retail destination. This placement paid off: when the store opened on February 14, 2013, tens of thousands of fashion enthusiasts seeking access to this fresh European brand flocked to the opening festivities—captured in this video.
Designed by Gensler, the store takes the well-known British brand and infuses it with California personality through design elements such as a striking white façade, bright materials, and open spaces illuminated by natural California sunlight. The high-level of design we achieved on paper could never have made it into the final constructed product if not for the client’s insistence on an open dialogue and collaborative process between their people, our L.A. office, and designers in our London office. Working with the client’s internal design team, Gensler developed and detailed the design in order to bring this project to completion.
The new L.A. location carries the brand’s full range of product lines—each displayed in distinct stage-like settings that embrace the individuality of the line—and is the first of all Topshop stores to include a Topman shop-in-shop, designed with edgy masculine elegance. Emphasizing high-touch customer service and personalization, the store also includes personal shopping and concierge services with private suites and dressing rooms.
Irwin Miller is a co-leader of Gensler’s global retail practice, and a design principal in the Los Angeles office. Focused on brand integration and user experience in retail environments, Irwin is forever motivated by his own daily encounters with design – finding inspirations everywhere from the county fair to summer holidays with family in Europe. Contact him at firstname.lastname@example.org.