The retail space is situated within a quintessential Los Angeles building type, the concrete parking garage, located between the historic Eastern Columbia Building and the Robinsons May Building along the iconic Broadway Avenue. A long and narrow space, with a glass storefront that runs seventy feet along the street but only 16’ feet deep, creates the interior proportions of an expanded ‘sidewalk’ fronting Broadway. This duplication of the streetscape within the store interior is further defined by a rhythmic colonnade formed by paired steel columns located every 6 1/2 feet. The columns calibrate the scale of the hanging display elements and frame views into the interior. The repetition is expanded through the placement of mirrors at both ends of the space that visually extend the colonnade infinitely in both directions.

This colonnade is encapsulated in a shell and exterior which are treated as a found object, with poured concrete walls and floor, raw concrete block, and industrial metals, recalling the urban infrastructure of the surrounding city which is undergoing dynamic transformation. Within this concrete framework, a landscape of iconic furniture from contemporary and legendary Los Angeles designers echoes Theory’s approach towards advancing fashion classics.

Interior lighting and white neon signage reference the Theatre District culture of displays along Broadway.

The Theory Downtown Los Angeles space is a concept environment to showcase Theory’s new product initiatives, collaborations, and promotional events. The DTLA space represents a new brand initiative with tailored store environments that respond to local contexts and historical conditions.

Johnston Marklee

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Interior

Theory

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Client

Theory

Location

Los Angeles, CA, US

Years

2018

Site Area

1,500 SF

Floor Area

1,500 SF

Project Team

Justin Kim (Project Lead), Nicholas Hofstede, Anton Schneider, Rodolfo Reis Dias

Eric Staudenmaier