DESPERATE / LOS ANGELES

It is the project of a small store in Los Angeles, born from the idea of a young designer and friend.

Desperate but not serious is a small shop near the first church of Scientology where you can buy clothes made by the youngest emerging European designers.

The store is located in a few buildings in Los Angeles that survived the 1906 earthquake, so the façade and the floor were bound.

The space pays omage to the colorful and creative design of Ettore Sottsas and Memphis, but also to Noguchi and Albini by creating a rollercoaster like hanging structure.

Our interior design was to produce everything in Italy and ship everything by sea with a simple assembly manual.

During the time the space changed and were added the contribution of many artists and designers for the windows and for the changing rooms.

The idea was to study an appendage in metal rod and that it was a continuous line that ran along the walls of the store, rising and falling, delimiting a space and hanging clothes and apparels.