West Elm opens Los Angeles store

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West Elm’s new Los Angeles store, opening Thursday on Beverly Boulevard, feels different from the modern home furnishings company’s other retail locations. “This store is much more rich and layered,” creative director Vanessa Holden said during a preview Wednesday. “We want each store to reflect its community. A visit to the Dallas store will be completely different than this store.”

So what does the airy, two-story showroom -- the building formerly occupied by Blueprint -- say about Los Angeles?

“This is a store for playful and creative people who are looking to inject a point of view into their homes,” Holden said.

‘Undecorate: The No-Rules Approach to Interior Design’ speaks to West Elm style, added Abigail Jacobs, director of public relations.

Designed by Thomas O’Brien, the L.A. West Elm store incorporates a living green wall and a loft space devoted to seasonal displays. The vignettes are an eclectic mix of furniture, accessories and gifts for the holidays.

Quirky accessories and tabletop pieces lend a sense of fun: adorable ceramic owl butter dishes and measuring cups, throws and pillows made from vintage saris, bold hand-blocked textiles (napkins, place mats and quilts), plush Mongolian faux fur pillows and a bright orange parsons desk for kids. At the Monogram Shop, an area of the store where personalized linens, glassware and more can be ordered, nontraditional sayings are encouraged. (One cutting board sported the label ‘Gluten free.’) The store also has a great selection of lamps ranging from $49 to $199.

At the design lab upstairs, customers can bring in measurements and tear sheets and receive free planning advice from West Elm design staff. “You can take some time and think about what you want to do,” Holden said. “It’s a dedicated space that allows for collaborations.” Keep reading for a deeper peek inside the new store ...

An assortment of pillows and accessories is on display at West Elm’s new Los Angeles store.
Tabletop items, linens and gifts are on the second floor.

Handmade holiday ornaments are part of the mix. On Dec. 1, West Elm will host an Etsy craft event from 6 to 9 p.m., where customers can create their own Christmas ornaments for trees that will be donated to local charities. Five local Etsy vendors will be on hand to sell their crafts. The event dovetails with West Elm’s celebration of the handmade, including the showcasing of Etsy vendors in its catalog and website.

8366 Beverly Blvd., Los Angeles; (323) 782-9672.

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-- Lisa Boone

Photo credits: Christina House / For The Times