The Santa Monica store is the fourth flagship of the brand following openings in Los Angeles, San Francisco, and New York. In the windows, popular 1980’s artifacts like a cassette tape, Boombox, and Nintendo are plastered into the floor with white paint giving a glimpse into the brand’s playful sense of humor. The SoCal sun shines through a garage door into an open industrial layout with concrete floors and exposed brick. The Hundreds larger than life red LED-lit logo creates a bright spot and focal point amongst the stark white elements of the space. Giving flexibility to the space to adapt and change over time, magnetic toe-kicks allow the horizontal floor cabinets to also be merchandised vertically.
What’s not evident upon first look is that this two-story space is also two-toned. Off the main level a grey-scale stairwell takes guests upstairs to the dark grey Shoe Lounge. There you’ll find a cow print rug and a tufted black leather couch where customers can try on a pair of swanky new shoes. A bumping eclectic music mix of punk and hip-hop unifies the whole space and energizes the customer experience where this mini Santa Monica subculture comes to life at retail.
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