A Sanctuary of Style
For the December 2017 collection, Fear of God sought to elevate the retail experience, transforming the Maxfield LA Pop-Up into an immersive, design-driven space. Designer Jerry Lorenzo envisioned a setting that would evoke the architectural and atmospheric elements of the spaces from his youth, reimagined with a contemporary edge on one of Los Angeles' most iconic streets.
An Altar of Modern Design
At the heart of Melrose Avenue, the Maxfield Gallery was transformed into the "House of God," where fashion met innovative design. The centerpiece was an oversized LED screen, a striking installation that played a continuous loop of vintage content, original Fear of God visuals, and curated moments of reflection. Wooden pews were strategically placed throughout the space, inviting visitors to engage with the environment in a way that felt both intimate and powerful.
A Modern Interpretation
This pop-up marked the second installment in Fear of God’s series at Maxfield LA, each one redefining the boundaries of retail design. The "House of God" was a space where the past met the present, with dark-colored set pieces serving as a sophisticated backdrop to the vibrant screen display. Exclusive Fear of God pieces were available to shop, and on weekends, special events added an extra layer of engagement, making the experience memorable for all who visited.
Crafting the Experience
Our work on this project encompassed creative direction, design, experience design, and stage design. By transforming a blank canvas into a space that resonated with both aesthetic power and innovative design, we helped Fear of God create an immersive experience that was as much about atmosphere as it was about fashion, leaving a lasting impression on all who entered the "House of God."
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