Rebecca Minkoff’s largest flagship store in Los Angeles to have revolving technology

Rebecca Minkoff’s new flagship store will feature a 750-square-foot space within the store called Minkoff Projects, which will showcase revolving art, music and technology. The new and largest of all Rebecca Minkoff stores will open on Melrose Avenue in Los Angeles on August 27. It will bring together all of the brand’s offerings under one roof.

Rebecca Minkoff's first L.A. flagship store will include a dedicated athleisure space, the newest category, and the first Uri Minkoff storefront. It will also have a virtual fitting room featuring mirrored-touch wall that will provide details on the clothe's size and style, WWD reported. The Minkoffs' New York and San Francisco stores also have similar features with eBay technology (3D virtual try-on technology).

“I feel so incredibly grateful and excited to open yet another store in California, a place near and dear to our hearts and our home state,” said designer Rebecca, who is known for her subtle yet edgy designs. Her clients include the likes of Zosia Mamet, Anna Kendrick and Victoria Justice.

The designer said that the new L.A. store will represent the millennial woman and her approach to shopping. She added that it was designed to personally identify with their customers. The designer also said that it is part of the brand’s expansion plans to focus on "brick-and-motar stores this year." Her other L.A. store is located on Hollywood Boulevard.

Meanwhile, the Uri Minkoff brand, previously known as Ben Minkoff, will debut its new shoe line as well as its collection of leather goods, bags and accessories for fall 2015 with its own section in the flagship. The shoe line takes inspiration from minimalist Scandinavian silhouettes, fusing them with vibrant Japanese-inspired colors. The Uri Minkoff brand comes under the Rebecca Minkoff flagship brand. Uri Minkoff is Rebecca's brother and is the CEO and co-founder of the Rebecca Minkoff brand.

As part of the brand’s expansion, Minkoffs will also open a technology-driven store in Chicago in November as well as stores in Japan, Korea and Hong Kong later this year.

Rebecca is supported by her brother Uri in the brand's expansion plans. Uri said that their L.A. store is the result of their fashion foresight and technology dialogue.

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