Lonely Melrose Boutique in LA by Knight Associates

The Lonely Melrose boutique on Melrose Avenue in West Hollywood exemplifies the convergence of digital sophistication and serene retail therapy. A flagship store for the New Zealand-based brand Lonely, known for its evocative lingerie, womenswear, and lifestyle products, this new establishment marks the brand’s first foray into the international retail space.

Lonely has long championed the ethos of self-exploration and enjoyment through its products, designed to transform customers into muses of their artistic expression. The new Melrose boutique furthers this narrative, providing a calm, sanctuary-like environment where self-love and honor are paramount.

Lonely Melrose Technical Information

• Architects: Knight Associates
• Location: Melrose Avenue, West Hollywood, Los Angeles, USA
• Area: 220 m² | 2,400 ft²
• Completion Year: 2021
• Photographs: © Rory Gardiner

The design direction of the space references a dialogue between hard and soft surfaces – between confidence and intimacy. Materials and textures are muted yet tactile – a palette of Douglas Fir, aged brass, pitted plaster, and stained Elm continue the brand themes of raw sophistication, honesty, and simplicity. The space aims to say something romantic but in a modern vocabulary.

– Knight Associates Architects

Lonely Melrose Boutique Photographs

Architectural Collaboration and Concept

The boutique was brought to life through a collaboration between Knight Associates and Lara Hoad Architecture & Design. The design team faced the challenging task of refurbishing the main retail space and modernizing what was formerly a gallery into a contemporary, inviting showroom. The project underwent an extensive design and permitting process with the City of West Hollywood, ensuring that every element of the boutique was crafted with precision and innovation.

Design Aesthetics: Blending Hard with Soft

The design of Lonely Melrose distinctly departs from the cooler, more modern aesthetics of its Auckland and Wellington counterparts. Instead, it opts for a softer, more enveloping approach. The interior design facilitates a dialogue between hard and soft surfaces, echoing the brand’s themes of raw sophistication, honesty, and simplicity. Materials such as Douglas Fir, aged brass, pitted plaster, and stained Elm are employed to create muted yet tactile experiences, crafting an ambiance that is both romantic and undeniably modern.

Customer Experience at the Core

True to Lonely’s customer-centered approach, the store’s layout emphasizes service and experience. Large operable joinery allows the space to transform seamlessly from an open-plan showroom to private areas for more intimate consultations and fittings. This flexibility ensures that each customer’s experience can be personalized to their comfort and needs.

The store’s storage solutions are subtly integrated, utilizing freestanding vintage furniture that complements the boutique’s aesthetic while keeping administrative and stock fulfillment areas discreetly out of sight. The newly constructed façade, finished with cathedral glass, not only enhances the boutique’s external allure but also plays a crucial role in modulating the natural light that enters the space and providing privacy to the shoppers inside.

Embracing Digital Integration

While the focus remains on in-person service, Lonely Melrose is forward-thinking in its digital integration. This aspect caters to the evolving retail landscape where digital and physical shopping experiences converge, allowing Lonely to reach a broader audience while maintaining the intimacy and personalized service that are core to its philosophy.

Lonely Melrose Boutique Image Gallery

About Knight Associates

Notes & Additional Credits

1. AOR: Lara Hoad Architecture Design