Standard's newest store designed for fashion brand Helmut Lang opened on Melrose Avenue in West Hollywood.
Back to roots – the design of the new store connects the edgy gallery-like, grayscale minimalism of the early stores and brings it to a new level; integrating contemporary art, subtle lighting, and contrasting raw and refined. The loft-like space is clad in industrial felt walls, concrete floors, and smooth plaster.
The cold minimalism of the past is thawed out for the present – from the lighting to the acoustics of the space, the feeling is more relaxed but still edgy. Troweled plaster instead of steel; airy, light and less severe. The art is handmade and not conceptual.
The new space brings California to the NY loft. Soft natural light washes the new space and an atrium evokes the California modernists and Palm Springs.