If you noticed a helicopter decked out in the streetwear label’s logo, circling the L.A. skies recently, that was to tease the opening of the all-new Supreme West Hollywood store. The brand has said goodbye to its Fairfax flagship to make way for a gleaming, minimalist location right where the Tower Records’ flagship used to stand.
Supreme’s creative director, Tremaine Emory posted a video of the teaser stunt with the helicopter circling the Hollywood Sign and nothing more than “LA…” as the caption. On February 16, the store officially opened, giving L.A. residents a new location to line up for drops.
The white, rectangular exterior mirrors the clean lines of a shoebox, with a protruding facade featuring the red box logo around the top of the building that resembles a lid. Inside the 8,500-square-foot space, there’s a floating wooden skate bowl by Steven Badgett’s Simparch that sits flush against the back.
As you glance around the light-filled interiors, you’ll notice a gallery of skateboards hanging like artworks along the walls, rails of clothing and a vivid grim reaper mural anchoring the open expanse. The rest of the surfaces are covered with portraits and works by Mark Gonzales, Nate Lowman, Josh Smith, Fuck This Life, and Neckface.
This new location brims with modernity and minimalist design features while paying tribute to the incredible musicians, writers, illustrators and other creatives that shaped the cult brand’s legacy. Its large glass windows also give you something to look at while you enjoy the notoriously long drop lines.
At the center of the store is a sculpture of a bright racing kart with profanity and other entertaining statements and images painted along the blue and red body.
Supreme will be dropping L.A.-themed box logo stickers to celebrate this opening, so keep your eye out for them.
Location: 8801 West Sunset Blvd., West Hollywood, CA, 90069Website