One More Story

 
 
There are never enough pages in STORES to tell every compelling retail story. Trust me, we try, but part of what makes this industry so incredible is that it’s always morphing in some unexpected way.

I learned about Space 15 Twenty while we were knee deep in development of the package of stories that comprise this month’s cover section. Part shopping mall, part event space, part community gathering spot and part gallery, Space 15 Twenty is a new retail experiment Urban Outfitters created in Los Angeles.

No, it’s not brand new; it opened in fall 2008. But for those fortunate enough to live nearby, the hipster space feels “new” just about every visit.

Urban Outfitters “anchors” the space with a 12,690-sq.-ft. store. There’s also a Free People shop, a Hennessey + Ingalls bookstore — reported to be the largest art and architecture bookstore in the western United States, a New York transplant specializing in rare vintage fashion and accessories called What Goes Around Comes Around and a specialty shop dubbed Shoes + Shoes + Shoes + Bags. Rounding out the small but appealing mix is an ever-changing Gallery Space and Umami Burger, a concept conceived as “fine-dining fast food” and marketed as an affordable indulgence.

Part of what fascinates me so much about this concept is the set-up. The shops are connected by an outdoor courtyard, which includes a performance space and an adjacent gallery. The courtyard and Gallery are used to showcase local talent across multiple creative genres.

Last month, “Los Angeles I’m Yours” moved into the Gallery, transforming the space into a “living art market.” It filled the Gallery with an eclectic mix of found objects given new life by more than 30 artists. The opening reception featured a local DJ and ice cream by Scoops; when it closes on May 15, something new will move in almost immediately.

Many times per month there are live music events: Most showcase up-and-coming local talent, but some feature established artists like Smashing Pumpkins, which performed last month. There are outdoor movie nights, independent craft fairs, weekend BBQs — the list keeps going. The blending of retail and community gathering space feels inviting and interesting, engaging and fun.

Large regional malls lack the intimacy of Space 15 Twenty, but there are so many ideas here worth interpreting. People tend to shop more when they’re in a positive frame of mind. Music, art and good food are the building blocks of good feeling – but too often they’re missing in the nation’s biggest centers. If retailers and mall operators find a way to use those building blocks, shoppers will show up looking for good times ... and they’ll be carrying their wallets.