Inside Daniel Frankel’s New Melrose Place Boutique
Known for her innovative approach to bridal fashion, designer Daniel Frankel is set to unveil her latest boutique in Los Angeles’ renowned Melrose Place, a project that has been over eight months in the making. Nestled between the established brands of Oscar de la Renta and other premier boutiques, Frankel’s new space promises an intimate shopping experience for brides-to-be.
A Dream Realized
Growing up just ten minutes away, Frankel reflected on the significance of opening her boutique in this vibrant neighborhood. Alongside her husband, Joshua Hirsch, the CEO of her company, she dedicated two years to searching for the perfect location. Just before committing to another venue, she serendipitously found her current spot, declaring, “I was like, ‘Yes, this is the spot.’”
Designing a Tranquil Haven
Frankel’s introspective and thoughtful nature shines through in the design of her boutique, crafted in collaboration with interior decorator Augusta Hoffman. The store encompasses over 4,000 square feet, featuring a stunning courtyard and a focus on creating a serene environment. Frankel expressed her admiration for Hoffman’s aesthetic, stating, “I really want to work with this guy… It felt like the right person to just be a partner.” Together, they aimed to make the interiors feel as cozy and inviting as a living room.
Color and Comfort
The boutique features a signature buttery yellow room, a color that was meticulously chosen after testing 14 shades of paint to ensure it captured the warm LA light effectively. This inviting space is designed to provide privacy for clients, fostering a comfortable atmosphere reminiscent of home. The room is elegantly adorned with soft drapes and carefully selected furniture pieces, including a vintage 1940s-style sofa.
More Than Just a Store
The boutique also includes spacious fitting areas compared to typical New York apartments, ensuring ample room for trying on gowns. As Frankel guided through the airy reception areas and retail spaces, she highlighted a secondary room for shoes and accessories, decorated in serene hues that blended between celery and pistachio green. This aesthetic not only complements her bridal collections but also enhances the overall shopping experience, allowing clients to envision themselves on their special day.
Conclusion
Daniel Frankel’s Melrose Place boutique is more than a retail space; it is a carefully curated experience designed to make wedding gown shopping both intimate and luxurious. With her unique vision and the perfect locale, Frankel is poised to become a defining name in bridal fashion.