Maxfield is eager to capitalize on the pop-up shop craze, as demonstrated by the frenzy of concert merch releases and the retailer’s own Fear of God vintage rock tees drop from last month. The Melrose Avenue flagship store is looking to expand on its Los Angeles locations by transforming the Maxfield Gallery space across the street into a new specialized shop. Recently appointed chief branding officer Peter Utz’s idea is to organize a series of pop-up concepts for up-and-coming brands — there will be 2,500 square feet of space for labels to work with as they can dress up the store in their own vision.
Set to kickoff the launch will be Fear of God for another round of releases on October 27. Jerry Lorenzo’s brand will take residence at the space for a month and will be transformed again for other labels to take over afterwards. For those looking ahead, OFF-WHITE will follow Fear of God with a special 45 limited-edition product drop for both men and women. Other brands involved in the pop-up series include Vetements, Maison Margiela, Enfants Riches Déprimés and Mike Amiri. Designers will have full creative control, so it will be exciting to see what each of them will come up with in terms of interior design in relation to the special products.
The pop-up shop is set to debut on October 27 at:
8818 Melrose Ave.
West Hollywood, CA 90069