Unable to miss the opening of the new Jacquemus shop Thursday afternoon in Los Angeles. Announced thanks to a viral campaign on social networks, the event invited the general public to come and discover the new space from 11 o'clock, attracting hundreds of customers, mostly in Jacquemus outfits, ready to wait a few hours before treading the terracotta parquet of its new shop.
Located at 8800 Melrose Avenue, a stone's throw from the Maxfield cult, Simon Porte-Jacquemus's new address has set up an ephemeral market for the occasion, with multiple stalls of bananas, daisies and roses, all yellow. On the sidewalk, the banana-shaped Jacquemus mobile took guests in turn for a quick visit to West Hollywood.
After the opening ribbon was cut in front of a hundred people with their iPhones, the VIP cocktail finally opened at 5 p.m. There were a plethora of influencers, models, television and reality stars, including Lori Harvey, Kristin Cavallari, Benito Skinner, Cole Spruse, Noah Beck, Vinnie Hacker and Nicholas Chavez. Also present were Anwar Hadid – Bella's younger brother and Gigi – the designer Eli Russell Linnetz, director Luke Gilford and actor of « White Lotus » Jon Gries.
Long occupied by the John Varvatos brand, and taken over a year ago by pop-up Louis Vuitton, who created a flamboyant decor around the famous Pont Neuf, the store occupies a surface of 2700 square feet.
Inside, terracotta brick floors harmonize with limestone stucco walls. In the centre of the shop were two yellow sun sofas 10 meters long, decorated with striped cushions. Ancient Egyptian vases, chairs by Jean Royère, chandeliers of the middle of the century, ceramics by French artist Mathilde Martin and a table lamp by Frank Lloyd Wright showed the personal tastes of the creator. A 1999 photograph of David Hockney and a small bronze bathe by Pierre-Auguste Renoir completed the decor.
« The Gallery », a collection of vintage objects, each piece being selected by the creator, was presented in preview. This collection will begin with about twenty jewels – earrings, brooches, necklaces, bracelets – with a sculptural spirit, as well as decorative objects such as boxes, small trays and souvenir cups. Coming from vintage markets and galleries all over Europe, the pieces date mainly from the 1920s to the 1960s and showcase craftsmanship using various materials and techniques.
In Los Angeles and California's lifestyle, a selection of chromed objects was also displayed, including dumbbells, yoga mats, jump ropes and water bottles.
The Jacquemus store in Los Angeles is the fifth in the world, after Paris, New York, London and Dubai.