SBE Colonizes Los Angeles

SBE's The ColonyLike Anna Wintour, we are nuts this season about all things resort and cruise — seersucker, crisp whites, nautical stripes. And now it seems even our nightlife is cruise-wear inspired in the form of SBE group’s latest concept: The Colony.

Yes, the new venture is a 13,000-square-foot Hollywood-in-the Hamptons experience on North Caheunga Blvd. Yes, it has sand, a lifeguard tower, oversize wood shutters. And yes, it has bartenders in tight lifeguard getups. But what really caught the attention of Fashion Trends Daily is the latest trend du jour — the shop in a club/restaurant/bar.

At the grand opening of The Colony last Thursday, which also happened to be the part deux birthday celebration for local night-life impresario Allison Melnick (the first series was in Vegas), we found ourselves ensnared in retail riptides and deposited on a glimmering sandbar of a boutique, replete with books, jewelry and, what was that we spied…a Gucci cruise collection scarf?

And this retail trend seems to be propagating, with more designers and stores testing the power of touting their wares in front of an audience who has been eating, drinking and making merry all night long. We like. We like.

From the Moss concept store at the SLS hotel (another SBE concept), located inside acclaimed eatery The Bazaar to Assouline’s hidden hideaway nestled beyond the charming courtyard of Bastide’s bistro to the recent Confederacy boutique pop-up shop at The Roosevelt Hotel, these miniature retail concepts offer customers an amuse bouche of the brand. But does this translate into dollars for retailers or is it just a showpiece? Stay tuned for our upcoming story to get the skinny on this trend….

In the meantime, we think we smell a new career in the making: retail sommelier. This creative position would offer appropriate fashionable retail pairings to go with your food and wine. And this evening, may we suggest the Hèrmes suede espadrilles to go with your Rioja?

Tags: , , , , , , , , , , , , , ,

Author:Michelle Dalton Tyree

Fashion Trends Daily is the brainchild of Michelle Dalton Tyree. She is the former West Coast Retail Editor for Women’s Wear Daily, Fashion Editor for The Japan Times, and founder of former L.A. luxury boutique Iconology. Michelle is frequently quoted about fashion retail trends in major media outlets such as NPR, KPCC, The Inside Source and the New York Times. She has developed content for many luxury brands and retailers and has written for Allure, Worth Global Style Network, Footwear News and other media outlets.