British online fashion retailer MatchesFashion is to open a pop up store during the Frieze art fair in Los Angeles. The temporary boutique will be reminiscent of its store on Carlos Place, in London's Mayfair.

The store will open 15-17 February at Paramount Studios, and be a curation of new designers and collaborations and used to create a variety of “Instagrammable” moments for both the fans and the retailer, according to WWD.

“What we have tried to do is evolve the business into a luxury lifestyle destination, and to be at a cultural crossroads that includes fashion, art, music and culinary experience because we believe it’s the link with the audience we want to reach,” said Ulric Jerome, CEO of MatchesFashion, in a statement to Women’s Wear Daily.

5 Carlos Place represents Matches’ retail, event and creative broadcasting space, bringing together online shopping and content experience into one permanent London residence.

 

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