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Hurley celebrates its new pop-up at the Americana at Brand

November 14, 2010 |  7:18 am

IMG_4739 O.C. brand Hurley celebrated its new pop-up boutique — and first-ever mono-brand store — on Friday night at the Americana at Brand shopping center in Glendale with a cocktail party open to the public.

The store, which will be open through Dec. 31, is not only a first for the brand, but also a study in economy. The company only spent $7,000 to put it all together, cutting costs considerably by repurposing displays and artwork from other company showrooms and events.

Hurley's existing employees pieced the shop together in seven days, cracking open shipping crates to create industrial-inspired clothing racks; piling up wooden palettes to make an ad hoc piece of art that doubles as an accessory rack (see below photo); and nailing up a massive cartoon-ish mural by artist Bigfoot, relocated from the brand's Orange County art space.

IMG_4744 "It's been really fun because none of us has ever worked in retail before," said Laura Wasser, vice president of marketing for the company. "It's like, 'Oh, we're supposed to have permits. Of course!' I mean, who knew?"

The Hurley pop-up, which we wrote about in the Nov. 14 Image section, features the brand's cool new collaboration with heritage brand Pendleton, a huge wall of denim choices and pieces from its past collaboration with Weezer.

--Emili Vesilind

Photos: the new Hurley pop-up. Credit: Emili Vesilind / For the Los Angeles Times