By Michelle Graff
michelle.graff@nationaljeweler.com
An exterior shot of Todd Reed’s new 6,000-square-foot store in Los Angeles.
Los Angeles--Todd Reed has opened a new store in the Venice neighborhood of Los Angeles, the brand’s only other location besides its home base in Boulder, Colorado.

The new boutique was designed by Denver-based Tres Birds, the same architecture firm who created the first Todd Reed store in Boulder. It’s located on the neighborhood’s hip Abbot Kinney Boulevard, where jewelry brand Alexis Bittar and Kamofie & Co. also have stores.

The 6,000-square-foot shop includes retail space on the first floor, as well as a jewelry design and production facility that imitates the brand’s Boulder store. The second floor has a dedicated bridal salon, administrative offices and an outdoor atrium with seating.

The look of the reinforced steel structure has been softened with a 20-foot “living wall” with more than 1,000 plants, designed to create a screen that extends from the exterior of the store to the interior space. The brand said the wall not only brings color and fragrance to the space, but softens sounds from the outside.

The entire store also was designed to maximize use of the sunlight that filters in, so that all jewelry environments are self-illuminated with natural light.

“The design and construction of our flagship location in Los Angeles has been an enormous, yet thrilling, labor of love for me personally,” said founder and CEO Todd Reed. “We wanted an environment that reflected our artisan roots but with a nod to this incredible Venice lifestyle that combines fashion and design with authentic beach living.” 





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