Palace Skateboards, an extremely successful streetwear company with a limited edition and ever changing product line, is the kind of company that is always up for a new and unconventional approach to retail. They wanted Krueger Architects design-build team to pursue their mantra of moving away from the expected with the design of their second retail store in the U.S. The direction was ancient Roman juxtaposed with LA Punk! The new store located in Los Angeles launched shortly after their flagship U.S. store debuted in Soho with a “Versace 80’s” vibe.
The pink awning with custom white fringe detail (an absolute must for one of the company’s partners) shows the customer to the door. Door handles fabricated in the shape of the letter ‘P’ in Palace, open the double doors. Inside you proceed under the cover of a Roman-style temple. Six pillars support the structure, which reveals itself as a temple as you enter further into the gallery space of the store.
On the right is a gallery wall to display Palace’s skateboards. Encircling the rest of the space are racks to display the latest “drop” of garments. The garment displays are arched alcoves inspired by Romanesque architecture. They are backed with mirrors that visually expand the space by bounce light throughout. Clothing is displayed in the store to show colors and styles with the full inventory of the stock in a backroom. This allows the clothing to be easily discovered and selected. We were determined to move away from the clutter of freestanding racks and the trendy “pop up” like stores.
