The luxury fashion brand for women Lulus has launched its first retail store on Melrose Avenue, Los Angeles, coinciding with the brand’s 25th birthday.

The 6000sqft store displays a new collection every week including separates, dresses, accessories and going-out looks in the storefront.

According to Crystal Landsem, Lulus CEO, the launch of the store is the perfect time to bring the Lulus digital experience to life.

“Shoppers want to touch and feel and immerse themselves in brands and our new storefront delivers this in spades,” said Crystal.

“Everything from the details of the location to the craftsmanship and quality of our offerings to price points that embody attainable luxury, our new store is destined to become the location that Millennial and Gen Z customers feel gets them and they cannot wait to visit again and again.”

With its curved display fixtures, layered textures, mosaic patterns, and flashes of neon and brushed silver, Lulus hopes the store will become a hub for creativity and inspiration.

The store is filled with Instagrammable vignettes and exterior backdrops for social conversation with a personalised billboard highlighting Lulus’ campaign messaging. Next year, the brand will offer an appointment-only bridal boutique.