Rebecca Minkoff’s largest flagship store opens in Los Angeles

Designer Rebecca Minkoff’s largest flagship store with 4,600-square-foot space opened in Los Angeles on Friday. Housed on Melrose Avenue, for the first time it has a dedicated space for Uri Minkoff storefront, which will feature men’s accessories.

Uri Minkoff, who is the CEO of Rebecca Minkoff and also the designer’s brother, is a cofounder of one of the fashion world’s most tech-centric labels, Hollywood Reporter reported. Previously known as Ben Minkoff, the Uri Minkoff storefront will debut its new shoe line as well as its collection of leather goods, bags and accessories for fall 2015.

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.

Interestingly, the flagship store doubles up as a café. As soon as shoppers enter the store, they will be greeted by a big display, where at the touch of the screen they can order for drinks like tea and coffee, while at the same time going through the designer’s look book. When a shopper selects a particular outfit via “add to my room” button, it becomes ready for trial in the fitting rooms.

The virtual fitting rooms featuring mirrored-touch wall will provide details on the clothes’ size and style. It will also digitally describe whatever items are in the room. The clothes are equipped with RFID (radio frequency identification) tags on them, which send waves through an antenna fitted on top of the room, to the mirror and it is able to identify the pieces.

This apart, the fitting rooms’ theme lighting can be changed. It can go from “Runyon Canyon Morning” to “Weho After Dark” and help a shopper decide whether the dress is apt for a date night.

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.

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.

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