Cos introduces innovative pop-up installation in DTLA for locals

Los Angeles – H&M’s elevated sister brand, Cos, just devised a new way to bring in exposure from locals to its brand. Collaborating with Daniel Arsham and Alex Mustonen of Snarkitecture, the label just introduced a new pop-up in downtown Los Angeles.

The curated pop-up opened on November 6 and will remain open until next Sunday. Instead of your typical shop pop-up, the brand also doubles as an art installation. Arsham and Mustonen took part in designing the pop-up store so that it was aligned within the architecture and interior of the space. Austere, a space for Scandinavian design, is hosting the pop-up where customers are provided the opportunity to shop the brand’s autumn/winter collection. The idea was to bring together these two elements of design and fashion into harmony. “Austere and Cos share a deep appreciation for the streamlined and understated aesthetic of Scandinavian design, and Snarkitecture’s creative concept brings that philosophy to life,” said Fredrik Carlstrom, founder of Austere.

Cos collaborates with Daniel Arsham and Alex Mustonen of Snarkitecture

The installation is also a reflection on the brand’s monochromatic style. The merchandise encompasses spaces that resembles Cos’ essence. When visitors enter, the entire room is dissected symmetrically with floor-to-ceiling reflections. Arsham and Mustonen were both strongly attracted to the silhouettes and distinctive color hues of Cos’ most recent collection. “We’ve integrated these elements into a reductive environment that plays on the concept of reflection to create an unexpected experience for visitors,” said Arsham and Mustonen. Cos’ autumn/winter collection has very muted color palettes consisted of gray hues, nudes, and light pinks. Intermixing all of these colors together, the label gives off an modern, sophisticated vibe.

The reason for creating this innovative, new kind of pop-up was ultimately to intrigue locals of the area. Instead of hosting a typical temporary boutique at any high-profile location, Cos took a different approach by incorporating art, culture, and architecture into the mix. “The creation of the pop-up store will allow us to introduce our brand to customers in Downtown Los Angeles who will be welcomed to a memorable experience within the bespoke retail installation,” said Karin Gustafsson, Cos’ head of womenswear design.

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On top of enjoying the visuals of the pop-up, visitors will also be given an opportunity to shop the collections. Retailing approximately 100 dollars, the brand will offer its merchandise including A-line coats, collar shirts, jumpers, dungarees, jersey dresses, and more. The pop-up serves as an experiment for the brand to see how it bodes with Los Angeles customers. According to Apparel News, the Cos pop-up is using the pop-up to “[test] the customer waters” to see reactions from downtown locals.

Other than the installation, the brand also has been planning to expand more in the U.S. Earlier this summer, the brand announced that it would open four stores in 2015 including new markets such as Boston, Houston, and more. The brand opened stores in Los Angeles and New York in 2014 and since has been continuing to progress. Cos also announced that it would be opening other New York and Los Angeles locations this year as well.

Although the brand is planning to bring more permanent locations to SoCal, the installation will only stay open in downtown Los Angeles until November 15.