following a boutique in leafy brentwood, helmut lang has expanded its presence in los angeles with a second store in west hollywood which will serve as its u.s. flagship. situated among high-end peers, the brand anticipates by introducing its new retail concept created by local architecture practice standard. it occupies a spacious 7,000 sq.ft. [650 sqm.] ground retail space of a lowrise structure in 1948, and which previously housed an art gallery. the current aesthetic lays bare the building's pure lines, further accentuated by a beautiful play of daylight and artificial light sources. the minimalism may seem an extrapolation from the gallery past, but articulated by walls clad in industrial felt walls, concrete floors, and smooth plaster, it becomes a new signature statement. the helmut lang boutique sits on a sizeable plot of land, and this has compatibly recreated by landscape architect david laforga and features a custom concrete sculpture by mark hagen. the new helmut lang boutique currently stocks the brand's full range of women's apparel, accessories, shoes and fragrances. location: 8808 melrose avenue [west hollywood].