GUESS JEANS has unveiled its new flagship store in Los Angeles, marking a significant return to its roots. The store, located at the intersection of Melrose Avenue and San Vicente, is designed to serve not only as a retail location but as a cultural hub that reflects the brand’s California origins.
The two-story flagship, named the Homecoming Store, spans approximately 3,000 square feet and features a range of sustainable design elements. Under the leadership of Nicolai Marciano, chief new business development officer, the store embodies the brand’s ambition to transform the concept of a flagship into a community-centric space. Marciano expressed his sentiment regarding the store, stating, “Opening the GUESS JEANS store in Los Angeles is deeply personal. It is a return to our roots, not only the city where both GUESS and I were born but where the story of GUESS JEANS began.”
The architectural design, crafted by ASA Architecture Firm, showcases a striking curved façade made from recycled marble dust. This visually appealing exterior emphasizes GUESS JEANS’ commitment to environmentally responsible practices and positions the store as a landmark within the vibrant Melrose district.
Inside, the store is much more than a retail space. It features a dedicated workshop and customization area designed to foster creativity and collaboration. This aspect of the store aims to create an engaging experience for customers, allowing them to participate in the design process and connect with the brand on a deeper level.
As part of a broader vision for global expansion, the Los Angeles flagship will operate alongside the Tokyo store, each serving as a cultural hub for community-driven events and collaborations. Since its inception, GUESS JEANS has evolved into an international lifestyle brand, with flagship locations in cities such as Amsterdam and Berlin, and distribution partnerships in India.
The opening of the Homecoming Store signifies a new chapter for GUESS JEANS as it aims to redefine the retail experience. By integrating art, culture, and sustainability, the brand seeks to build a meaningful connection with the Los Angeles community while inspiring future generations.
