For jewelry designer Irene Neuwirth’s flagship LA boutique, the objective

was to take the intimidation out of fine jewelry shopping. The space was

a 2,000 square foot brick storefront, formerly a men’s store on Melrose

Place. It was important to create a shopping experience that felt warm

and inviting - a place where everyone who came in felt like they could

stay and linger all day. The space also needed to convey the eclecticism

of the jewelry and the designer’s playful personality. With this in mind, a

wonderland was brought to life with a mix of Moroccan rugs, animal figurines

and sleek gilded touches. A working eat-in kitchen was designed

with custom cabinets elevated on brass legs and trimmed scalloping borrowed

from Neuwirth’s teardrop earrings.