Paloma Wool opens permanent LA store with Carlota Guerrero video installation
Paloma Wool, the Barcelona-based fashion brand founded in 2014 by Paloma Lanna, opened its fourth permanent store on Melrose Avenue in Los Angeles last week. The light-filled space, designed with longtime collaborator Max Milà, features a video installation by Carlota Guerrero titled 'Retail Theatre' that blurs public and private by showing live feeds from fitting rooms and street footfall. The store's window continues the brand's tradition of guest artist installations, previously featuring a dollhouse by Petra Collins at its Barcelona location. To celebrate the opening, the piece was activated by figures including Isabelle Albuquerque, Rachel Sennott, and Chloe Cherry. Paloma Wool, which started online and began showing at Paris Fashion Week in 2024, now has permanent locations in New York, London, Barcelona, and Los Angeles.
Key facts
- Paloma Wool was founded in 2014 by Paloma Lanna.
- The brand's new store is located at 8410 Melrose Avenue, Los Angeles.
- This is Paloma Wool's fourth permanent location, after New York, London, and Barcelona.
- The store was designed with longtime collaborator Max Milà.
- A video installation by Carlota Guerrero titled 'Retail Theatre' features live feeds from fitting rooms and the street.
- The installation was activated by Isabelle Albuquerque, Rachel Sennott, and Chloe Cherry.
- Paloma Wool started showing at Paris Fashion Week in 2024.
- The brand had a temporary store on Melrose Avenue two years ago.
Entities
Artists
- Paloma Lanna
- Carlota Guerrero
- Max Milà
- Petra Collins
- Isabelle Albuquerque
- Rachel Sennott
- Chloe Cherry
Institutions
- Paloma Wool
- Paris Fashion Week
Locations
- Los Angeles
- Melrose Avenue
- Barcelona
- New York
- London
- Avenue Diagonal