Vrai & Oro
2017 | Completed

Vrai & Oro's first store has opened in ROW DTLA in downtown LA's Arts District.

The design of the store began by first taking Vrai & Oro's core values to heart - quality, simplicity and transparency. In a small space within the 1920's concrete and steel market structure turned curated retail destination ROW DTLA, details evoke refined simplicity while expressing the spatial qualities of its surroundings - allowing an approachable atmosphere for the customer to focus on product.

The company relies on customers who have made lifestyle choices that echo their values, and the store design reaffirms those decisions. The material palette features a toned down selection of brass, vanilla marble, concrete and walnut. Custom details are found throughout, such as the linear brass pendants, display cases and curved walnut seating, all designed by the architect. These are set against a backdrop of white walls that, rather than feeling stark or coldly minimal, lend a softness to the atmosphere that hearkens back to the type of craftsmanship one finds in the store's locally fabricated jewelry. The walls curve, bathed in sunlight and shadow, with bright glimpses of light within their folds. Artificial lights are warm white, not the cold variety typically found in jewelry stores - again reaffirming a lifestyle rather than an industry standard. An archway intersects the curvature, resulting in an unpredictable, yet familiar, space. The store revolves about a central circular column, crafted by the architects as a focal point used to steer and organize multiple visitors within the small shop. The column works as an instrument to lure people around it to see what's on the other side, without blocking views as a typical walls might have.

Essentially, the design of the store is a vessel - a piece of a larger vision of a bespoke lifestyle placed within the walls of a modern industrial relic - where the combination of materials, the warm white and dark grey surfaces, the jewelry the store is meant to feature, and the store's patrons, all feel well at home.