Robert and Cortney Novogratz Are Opening a Brick-and-Mortar Store in L.A. This Week
Get ready, Los Angeles; design duo Robert and Cortney Novogratz are bringing their fun and funky style your way. For the first time ever, the couple is opening a brick-and-mortar space at 1629 Abbot Kinney Boulevard in Venice. Dubbed House of Novogratz, or HON for short, the indoor-outdoor Bungalow-style spot will be multi-purpose, serving as a showroom and retail outlet for the Novogratz brand of furnishings and decor, a studio for collaborations with creators, and an event space—potentially with food and wine on the horizon.
“We planned to have House of Novogratz be flexible. If the pandemic limits us physically, then we will lean towards HON serving as a digital studio. If people are coming out more, then we will be here ready to meet the emotional demand of a store experience,” says Robert. “Either way, the doors of HON are open for fun and all kinds of design and décor experiences.”
It might seem like an odd time to open a physical space, not only because of Covid-19, but also due to the retail industry’s online shift over the past decade or so. But the Novogratzes are confident in their new space. “We often zig when the world is zaggin’; we tend to do our own thing!” says Robert. “There are excellent commercial real estate opportunities right now, and we are taking advantage to create a physical incarnation of our digital brand.”
The House of Novogratz is slated to open on April 10, when it’ll debut the Novogratz Spring Outdoor Collection of furnishings. For those of us who aren’t in L.A., don’t worry—there are still plenty of ways for you to interact with the brand online. “We’re a digitally native brand, and what happens in House of Novogratz will be shared with our Novogratz community around the country and the world digitally,” says Robert.
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