After spending years on Robertson Boulevard, Anya Hindmarch is making the move to Melrose Place.
The London-based designer, who founded her namesake accessories label in 1987, is bringing her tongue-in-cheek creations to the hottest shopping destination in L.A., setting up next to Frame Denim and in front of Alfred Tea Room. Now open, the new 20,000-square-foot store is designed with a living wall on the exterior to complement the leafy, tree-lined shopping stretch shared with high-fashion brands Monique Lhuillier, The Row, Irene Neuwirth, and the recently-opened Rachel Comey and Vanessa Seward.
Should anyone have any issues locating the boutique, just look for a giant yellow inflatable ball featuring Hindmarch's signature smiley motif (as seen on her backpacks, totes, wallets) that's currently in the window display. It's hard to miss.
Shoppers can get their hands on Hindmarch's quirky luxe designs, including Pac-Man Ghost cross body bags ($1,595), mini backpacks covered in colorful "All Over Sticker" graphics ($2,550), shearling boots ($1,595), slip-on shoes embossed with graphic eyes ($295) and an oversized gray coat with sunny side-up egg-shaped fur pockets ($2,750).
In addition to the mainline collection, the new L.A. location will be the first West Coast space to offer Bespoke, a service that allows customers to personalize pieces (from the Marylebone photo album to the made-to-order Ultimate Box) with handwritten messages and drawings, thanks to a master craftsman who is onsite everyday. The only other locations to offer the service are Pont Street, Bond Street and Harrods in London; Aoyama in Tokyo; and Madison Avenue and Bergdorf Goodman in New York.
Hindmarch - who counts Karlie Kloss, the Hadid sisters and Instagram's Eva Chen as fans - enlisted Italian furniture maker Martino Gamper to build the Bespoke work station and design the boutique's furniture, including a table made from reclaimed wood where the customizable Diamante shoulder straps are displayed.
The store also features artwork by London-based creatives Julie Cockburn and Ryan Callanan, who collaborated with Hindmarch on her Singapore and Saudi Arabia stores.
A visit to the British designer's shop wouldn't be complete without checking out all the stickers the brand has to offer, from a heart to a doughnut to every letter of the alphabet, which are neatly encased and displayed in front. Of course, there's a smiley-face one too.