Philipp Plein Opens In L.A.

Philipp Plein (Lugano, Switzerland) will open the designer’s third U.S. store, a 1400-square foot flagship on Rodeo Drive in Los Angeles, tomorrow. It will be Plein’s 38th store worldwide, and his plans include a total store count of 80 to 100 next year. New units are slated to open in St. Moritz, Courchevel in the French Alps, Istanbul, Moscow and Samara, Russia, according to Women’s Wear Daily. In Asia, stores will open in Tianjin, Dalian, Zhengzhou and Shenyang, China. Additionally, stores will open in the Plein’s existing markets of Seoul, Moscow and Dubai. In the U.S., Plein also has stores in Miami and New York.

Vowing to keep luxury from being boring, Plein’s Rodeo Drive store features the brand’s trademark giant skull studded with Swarovski crystals. Illuminated, polished steel hexagons bearing the “PP” initials dot the store. Finishes include black and white stone, crocodile-embossed leather and a Murano smoked glass chandelier. “When you enter a store, you enter a world,” Plein told WWD. “I control the music, lighting and even the smell.”