New L.A. Shops That Prove Curation Is Key

The Apartment by The Line

Concept shop The Apartment by The Line has a new West Hollywood[1] address that showcases the latest luxuries offered by online retailer The Line in a sophisticated environment. Curating products, from fashion to home decor and beauty, and services that contribute to “a life well lived,” co-founder and executive creative director Vanessa Traina Snow tailored the design to be as location-specific to L.A. as the original is to New York’s SoHo. “When we found the second-floor space, it was just too good to be true,” she says. “The light is quite incredible, so we kept an open floor plan to really capture this quality.” 

8463 Melrose Place; theline.com[2]

Interior of NeueHouse’s Columbus Square location

NeueHouse 

When scouting locations for a West Coast outpost, the people behind NeueHouse, the culture- and community-driven work and social space for cutting-edge rainmakers in film, fashion, design, publishing and the arts, set their sights on Sunset Boulevard’s legendary Columbia Square, built for CBS in 1938. “That corner of Hollywood has been the absolute ground zero for a series of really important innovations,” says co-founder Joshua Abram, who was captivated by the building’s rich history as the site of the earliest incarnation of film studio Universal and most famously as a hub of CBS’s trailblazing radio, television and recording efforts. “We loved that part of the story.”

6121 Sunset Boulevard; neuehouse.com[3]

Shelf selection at Reservoir

Reservoir

When Aliza Neidich and Alissa Jacob, co-founders of the Silver Lake retailer Reservoir, moved from New York to the West Coast, they were impressed by the distinctly styled Eastsiders—but puzzled by the lack of a one-stop-shopping destination. “We wanted to make it easier for women to shop for the styles we saw them wearing, as well as introduce them to brands that we thought would be well-received,” explains Neidich. The duo love working with emerging regional designers like This Is Ground, Newbark and Bend Goods. “There’s an extra special sense of pride when a local brand we carry grows and garners national attention,” says Jacob. 3329 West Sunset Boulevard; reservoir-la.com[4]