Rick Owens Opens a “Demille-worthy” L.A. Store

It will be pumped with fog every five minutes.

Rick Owens LA store

What’s left for Rick Owens to do after sending models clad in models down his Spring 2016 runway—and featuring nearly nude male models and step dancers before that? The answer, apparently, is to open a sprawling Los Angeles store complete with a swimming pool and a fog machine that activates every five minutes. The designer notes his California upbringing in a statement released today, writing that Hollywood is “about self-invention” and that the La Brea location has special meaning to him, being located just down the street from a Mexican drag bar he frequented in his youth. In fitting with the cinematic Hollywood theme, the store is complete with an empty courtyard “with high, white walls that I thought of as my version of a movie screen,” the designer writes. “My goal was to create something Cecil B. DeMille-worthy using the architectural vocabulary we have built up over time… I hope Mr. DeMille would approve.”

Rick Owens L.A. Courtesy of the designer.