luxury streetwear in shades of gray

Footwear designer Jerry Lorenzo, known for his luxury streetwear brand Fear of God, commissioned architecture firm Relativity Architects to renovate the exterior and interior of the brand’s offices in Los Angeles. The project saw the transformation of a warehouse into a multifunctional space, characterized by a color palette played entirely on tones of gray, combined with wooden elements. The facility includes areas for the display of products, offices, a showroom and design studio, and some service spaces. The main goal of the project was to create a versatile environment suitable for different activities, while maintaining a clean and linear style, capable of enhancing the high-end streetwear garments. 

Fear of God Showroom and Design Studio presents as a spacious loft with large windows, topped by an exposed wooden ceiling with skylights that allow natural light to enter and illuminate the space. The various rooms are punctuated by walls that do not reach the ceiling for maximum openness, creating a distinctive contrast between the wood of the existing warehouse and the new gray walls. The absence of a false ceiling, leaving the fixtures exposed, creates an industrial style and makes it possible to appreciate the original roof. 

Tima Bell worked to minimize so-called visual noise through the choice of neutral colors, grays, and light tones, defining the spaces. The minimalist, essential furnishings contribute to the creation of an atmosphere of purity throughout the office, conveying a sense of order and care in every detail. The micro-concrete floors recall the color of the walls with a brushstroke effect, while the spaces are connected through flush doors.

The reception and showroom are the only areas open to the public, where the choice of furnishings, by Perron-Roettinger, is aimed at highlighting the brand’s clothing. The showroom, featuring metal shelves, a hanging clothing rack, and a large marble table, exudes the idea of a timeless place, as well as the concept of a Zen garden, thanks the presence of rocks. The kitchen differs from the other spaces because of its white walls and light-colored furniture with contrasting black accents, found in the handles, fridge, and hanging lights over the island.

The room dedicated to offices has a long wooden table with black chairs, topped by a large, rectangular, custom-made lamp, which gives the room evocative and continuous lighting. The area dedicated to the studio, which also features wooden furniture, faces out from the building with a large window, allowing natural light to flood the room. The other rooms are equipped with orthogonal tracks with LED lights that demarcate the perimeter and give the entire project a distinctive touch, transporting anyone who enters into a scenography. 

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Showroom e design studio Fear of God | © Tom Bonner, courtesy of Fear of God

The project involved the transformation of a warehouse into a multipurpose space. The architects worked to reduce the “visual noise” to a minimum, opting for a neutral and light color palette, with minimalist furnishings and large windows facing outside.

Showroom e design studio Fear of God | © Tom Bonner, courtesy of Fear of God

Showroom e design studio Fear of God | © Shade Degges, courtesy of Fear of God

Showroom e design studio Fear of God | © Tom Bonner, courtesy of Fear of God

In the reception and showroom, the only areas open to the public, the focus is on displaying the brand’s clothing. The various spaces are demarcated by walls that are not hooked to the wooden roof of the former warehouse.

Showroom e design studio Fear of God | © Tom Bonner, courtesy of Fear of Godcourtesy

The showroom, furnished with metal shelves, a hanging clothing rack, and a large marble table, evokes a timeless atmosphere, recalling the essence of a Zen garden through the presence of rocks. Micro-concrete floors coordinate with the brush-painted walls, while the flush doors connect the spaces fluidly.

Showroom e design studio Fear of God | © Shade Degges, courtesy of Fear of God

Showroom e design studio Fear of God | © Shade Degges, courtesy of Fear of God

The office environment is configured as a versatile space in which the furnishings match the cozy warmth of the wood with shades of gray. The protagonist of the space is the large wooden table, around which the entire work team can gather.

Showroom e design studio Fear of God | © Shade Degges, courtesy of Fear of God

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