Santa Ynez General concept store opens in Los Angeles' Platform

By

Chenu Alexis

Published
Nov 7, 2022

Three years after opening their first store in the Santa Ynez Valley, Santa Ynez General store, the duo Pearson McGee and Spencer Turnbull have just opened their first pop-up store in Los Angeles, in the shopping center, Platform.

Pearson, who built his career working at luxury fashion brands, including executive positions within Neiman Marcus and Giorgio Armani; and Spencer, an accomplished attorney who practiced in Washington DC and Los Angeles, each pivoted away from their corporate paths to build first their store in Santa Ynez Valley, County of Santa Barbara.
 
Today, the duo runs two stores in Santa Ynez, the first dedicated to clothing, the second to home decor and lifestyle, and a third in Montecito. They are now bringing a variation of their store to Platform, the Culver City shopping center, with an atmosphere "between modern and Old West".

"A place where we bring the Santa Ynez Valley's bucolic tranquility into an urban space, creating a place of refuge amongst the hustle and bustle of LA," explained the founders.
 
In a setting that mixes vintage furniture, large wooden tables, Berber rugs and walls in anthracite, old green and cream colors, McGee and Turnbull chose to highlight denim and chinos for men by Frame; linen pieces and jumpsuits by The Salting; and for women, silk pieces with floral prints by Etro; colorful cardigans by Austrian brand Odeeh; structured wardrobe by Esse or hats by designer Luisa Ferne. 

In addition to ready-to-wear, the store also features a selection of home and decorative accessories, with a selection of fine books and candles by Trudon; denim aprons by Mi Cocina; vases and pottery by Style Union Home; 'Indigo Smoke' perfumes by Arquiste; alpaca blankets by Blacksaw, and its in-house line of small leather goods. 
 
Santa Ynez General store at Platform also carries vinyl records. A selection made by Zane Lowe from Apple Music, and former host of MTV2 Europe, that includes an assortment spans genres and eras from Alanis Morissette to Bill Withers; Kendrick Lamar to Billie Eilish. 
 
The Santa Ynez concept store will close its doors at Platform at the end of the year.