KB News Desk
Korean eyewear brand Blue Elephant opens its first US store in Beverly Hills, California, on Thursday, marking the Korean label’s entry into the American retail market.
The 650-square-meter flagship, named Blue Elephant Beverly Hills, sits on North Beverly Drive in the Golden Triangle, the shopping district with a dense concentration of fashion and beauty labels and restaurants.
The opening follows the brand’s expansion into Japan. Blue Elephant said it plans to use the Beverly Hills store as a base for developing products and services tailored to American shoppers.
The store applies Space 2.0, the company’s spatial design framework that draws on the architecture and cultural character of each city where it opens. The building dates to the 1940s, and the brand retained much of the original structure, including its bowstring truss, a curved timber roof frame.
A display piece shaped from the letters L and A stands at the entrance. To its right, an arched tunnel houses the LA Exclusive collection. Tunnels flank the central staircase and lead toward the checkout counters. Upstairs, layered curves, red carpet and wall imagery are meant to evoke a Los Angeles sunset.
The LA Exclusive line comprises 10 models inspired by California beaches, the Hollywood sign and the palm-lined streets of Beverly Hills. The frames are sold only at the Beverly Hills store and are priced at $49.90 and $69.90.
The company said it also intends to use the store for cultural programming and brand events.
The opening brings Blue Elephant to 35 stores across Korea, Japan and the US.
