Frame opens first-ever freestanding store
High-end denim brand, Frame, inaugurated its first-ever freestanding store this month at Melrose Place in Los Angeles, California.
The brand’s founders Erik Torstensson and Jens Grede directed the store’s design and used a mix of European and California elements – a nod to the brand's heritage. The space has a minimalist, yet warm aesthetic thanks to elements like its wood-based ceiling, large windows, and stone and marble fixtures.
The store opening was inaugurated with a celebratory lunch at the Chateau Marmont in West Hollywood. The brand’s founders were joined by celebrities like Emily Ratajkowski, Mischa Barton, Rachel Zoe and others.
The boutique in Los Angeles is located at 8467 Melrose Place. A second freestanding Frame store is planned to open this summer in downtown New York.
Frame also launched a new e-commerce site this month at frame-store.com.
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