Los Angeles – Downtown LA has a new retail monument – a nonconforming appendage by all means, the pink brutalist structure that houses the latest flagship store from luxury multi-brand retailer The Webster is impossible to miss. Jutting out from monolithic shopping mall Los Angeles Beverly Center, the concrete brutalist shell of a pre-existing building has been completely transformed by Adjaye Associates.
The architects’ mission was to help The Webster ‘transcend the now-dated transactional and commercial experience of most brick-and-mortar retail’ with the 1,022-sq-m space. Visual juxtaposition is central to establishing the ideals behind the project: the flagship ‘elegantly asserts itself as a sculptural and experiential counterpoint’ to the retail experience offered by Beverly Centre. To achieve the enticing hue of the cantilevered façade and interior spaces, the building’s concrete was injected with a pink dye that captures one of the many tones of a California midsummer sunset.