Tory Burch has opened the doors to an animal pop-up.
While the flagship in Los Angeles is being renovated, the US fashion label is moving to an alternative address, Tory Burch announced last week. Together with the US designer and founder of the Opening Ceremony brand, Humberto Leon, a temporary space on Melrose Avenue was transformed into a cat-like shopping experience to bridge the gap.
The German photographer Walter Schels, known for his unfiltered black and white portraits of famous personalities, provided the key inspiration for the design of the retail space. His animal photographs already appear in the brand’s resort collection and create a real game of cat and mouse: the animal theme is present on the facade of the pop-up in the form of mice as well as inside through photos of cats.
“Walter’s photographs have a human element in the way he looks at the animals and the way they look back,” said designer Tory Burch. “It gives animals the same respect as humans and highlights their unique personalities and emotions.”
Fuzzy rugs and plush-covered shelves and benches showcase the brand’s latest collection, while pink ceramic stools sit next to a cat tower. Leon, a long-time friend of Burch, was instrumental in implementing the store concept and cited a special way of marketing the collection as the motivation for the space: garments should appear less valuable, since cheaper and more expensive items can have the same value for owners. “The concert T-shirt you got when you were 18 is just as valuable as the latest piece from the runway,” says the designer.
The pop-up will be open at 8483 Melrose Avenue through the end of the year, after which Tory Burch will return to its usual location on Rodeo Drive.