Fred Segal on Sunset opens this week

The Fred Segal West Hollywood flagship is opening this week and will pay tribute to the brand's LA roots.

The 13,000 square foot store will bring consumers a unique retail experience where designers are expected to visit the store and consumers can engage deeply with brands. Brands who will have signature shops include Libertine and LA shoemaker George Esquivel.

There will also be a 1,400 square foot rotating pop-up space in the front of the store. Levi's will occupy this space for the grand opening and showcase its denim Commuter jacket which has integrated Google technology. After Levi's, New Era hat company will pop up in November. Interscope Records is also on the calendar to take over the space.

Libertine founder Johnson Hartig said the brand will use the new WeHo Fred Segal location as "an experimental testing ground" where people will want to spend time.

Libertine's space includes sequined chairs, Moroccan rugs on the walls and the brand's name spelled out with multi-colored tapes in a punk rock aesthetic true to the brand's artsy heritage. A giant neon sign with the brand's name will hang in the floor-to-ceiling windows that, according to Hartig, will be visible to people driving up La Cienega.

The new Fred Segal will also host Esquivel's first US retail location. Esquivel said, " it’s kind of cool how it’s come full circle" since Fred Segal was the brand's first luxury retail partner fifteen years ago.

Fred Segal was founded in 1961 as a denim retail shop. Fred Segal himself is no longer involved in the brand, having sold the name and company in 2012 to Sandow, a NY media agency.

Sandow partnered with a joint venture including talent agency CAA and financiers to license the Fred Segal brand name for three store locations in Japan, as well as one location at LAX. The Sunset store joins an existing Fred Segal on Melrose in Hollywood. The iconic Santa Monica location closed last year.

In addition to opening a location of SF-based destination restaurant Tartine, an additional restaurant and wine bar are slated to open in November, as well as a fitness concept and signature salon.

The new West Hollywood location of Fred Segal is 8500 Sunset Blvd at the corner of Sunset and La Cienega.

Fred Segal on Sunset opens this week

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