A NEW HOME FOR AWAY IN LOS ANGELES

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Fast growing luggage business Away has debuted a flagship store on Melrose Avenue in Los Angeles.

The 1,200 sq ft Boutique is the three-year-old business’s first store on the West Coast of the USA. This permanent bricks and mortar home follows a pop-up shop that tested the market, and was deemed successful last year.

Away, which has raised $31m in venture capitalist funding, has marked itself out as a brand with millennial appeal via the USB chargers that are in its suitcases. As a brand its marketing strategy of collaborating or partnering with other brands to gain wider influence and engagement for its product has been widely admired and copied.

AWAY LOS ANGELES

AWAY LOS ANGELES

Design agency JUSTSO, which also created the interior of AWA’s New York pop-up store, was responsible for the look and feel of the Melrose Avenue location. Rose polished Statuario quartz is the main hard material used inside the store and this reflective pale surface is emphasised via specially made angled mirror walls that allow the product to be assessed from multiple viewpoints.

In addition to AWAY merchandise, the store will sell a selection of other complimentary products such as candles and stationery. Special services include an in-store customisation station. Outside, the stucco facade has been painted a deep French navy blue. One to watch.

Los Angeles

Melrose Ave, Los Angeles, CA, USA