Jerry Lorenzo brings religion to Maxfield with House of God holiday pop-up
Having previously brought a shag-carpeted, wood-paneled 70s theme to Maxfield with a holiday pop-up on Melrose, Fear of God's Jerry Lorenzo now occupies the gallery space with a House of God experience.
Maxfield stated that the assortment in the House of God holiday pop-up included "exclusive pieces from the collection including Warren Lotas collaborations and Kendrick Lamar’s 'Kung Fu Kenny' yellow track pants."
According to Lorenzo, the space is designed to invoke emotion and forge a connection with consumers on a deeper level, first through faith, then through the product. He said it is designed to feel like a Southern Baptist church with 90s gospel music playing on loop and vintage wooden church pews in the center of the space.
Lorenzo explained, "I want you to come into the pop-up space and really understand and feel the emotion that drives what I do from a design perspective."
Lorenzo cited his faith in God as a key influence for his designs, as much as music and sports culture. He reflected on the space saying, "I want people to feel this."
Lorenzo's Fear of God has been an active pop-up shop partner with Maxfield. It was the first brand to kick off the retailer's high profile pop-up series which has recently included Vetements, Off-White, Gucci Decor and Valentino.
The House of God holiday pop-up is open now through January 15, 2018. For the opening earlier this week, Lorenzo signed limited-edition Fear of God x Vans sneakers.
The pop-up is located at 8818 Melrose Avenue in Los Angeles, in the Maxfield Gallery across the street from Maxfield at 8825 Melrose.
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