Oliviero Baldini Replaces Furniture with Floor-to-Ceiling Metal Units at HLORENZO Los Angeles

The HLORENZO flagship store in Los Angeles has been crafted by Oliviero Baldini, featuring floor-to-ceiling metal cage units in place of traditional cabinets and fixtures. Located on Beverly Boulevard in West Hollywood, the 9,000-square-foot establishment is structured around a central spine, reminiscent of the Cardo and Decumanus from ancient Roman cities. A central checkout counter acts as the main axis, splitting the retail area into four unique 'neighborhoods' where menswear and womenswear are showcased together for the first time. Garments are suspended from the wire-frame units, forming a vibrant 'army' of shapes and colors, while the reflective flooring enhances the visual effect of the metal structures. Selected materials include metal, concrete, and Japanese wood to maintain focus on the products. Baldini, with over forty years of experience across Italy, Europe, the United States, and Asia, has collaborated with Pitti Immagine and Mode Shanghai. His design approach emphasizes circulation and restraint, encouraging visitors to navigate rather than simply browse. The store debuted in 2026.