After more than a decade of building a powerful digital presence and defining online interior aesthetics, home furnishings brand Lulu and Georgia has made its physical retail debut. The company has officially opened its very first brick-and-mortar showroom in Los Angeles, taking up residence along Melrose Avenue in the heart of West Hollywood’s renowned Design District. Known for its eclectic yet approachable approach to interior design, the brand’s transition from screen to physical space marks a major milestone in its retail evolution, offering design enthusiasts, local homeowners, and industry professionals a tactile environment to experience its collections firsthand.
To bring this physical flagship to life, Lulu and Georgia partnered with Los Angeles-based designer Kevin Klein. Together, they made a deliberate choice to break away from conventional retail design paradigms. Rather than relying on rigid aisles, high-intensity track lighting, and repetitive product displays, the showroom was conceived as a series of inviting, residential-inspired rooms. Visitors walking through the space do not simply browse products on a floor; instead, they move through curated living spaces, intimate bedrooms, and functional design rooms that mimic the layout and atmosphere of a sophisticated, lived-in home.
Throughout the showroom, traditional architectural details are placed in deliberate conversation with contemporary furnishings, sculptural lighting fixtures, and unexpected patterns. In one primary living area, a striking blue-and-burgundy striped sofa commands attention, anchoring the room alongside a minimalist marble coffee table styled with art books and a floral vase. Warm wood finishes, plush upholstered seating, and carefully arranged decorative objects lend the interiors a collected quality, making the spaces feel as though they have been lived in and curated over time rather than staged for a storefront.
Elsewhere in the showroom, the atmosphere shifts to a cozy bedroom setting defined by floral wallpaper, soft pink textiles, and richly textured fabrics that highlight the brand’s diverse material catalog. According to Kevin Klein, this careful layering of old and new was deeply intentional, drawing inspiration from European residential architecture.
“The combination of traditional and contemporary materiality and details was inspired by what you might find in a recently renovated flat in Milan or Paris,” Klein explains, noting how the design captures a specific European sensibility. “You would find heritage-inspired architectural materiality and details converging with a more modern architectural vocabulary and construction sensibility.”
This residential design philosophy extends far beyond the furniture and decorative items on display. The interior lighting scheme avoids the harsh glare typically associated with large-scale retail environments, opting instead for decorative fixtures sourced directly from Lulu and Georgia’s product collections. By varying the materials, lighting temperatures, and surface finishes from room to room, Klein maintained a cohesive residential illusion. Furthermore, the traditional retail checkout counter has been entirely eliminated, replaced instead by hospitality-oriented points of interaction that encourage relaxed, one-on-one conversations between clients and the brand’s team.
The thoughtful interplay of historical references and modern design begins the moment visitors step through the front doors. At the entrance, a custom floral-inspired mosaic tile floor rests directly beneath a contemporary steel-framed skylight. For Klein, this dynamic pairing serves as a strong architectural thesis for the entire showroom. Natural light pours down through the steel framing, washing across the intricate, heritage-inspired flooring to create a memorable, tactile first impression that signals the level of detail carried throughout the rest of the building.
Beyond functioning as a traditional storefront, the Melrose Avenue location is designed as a comprehensive resource hub for both retail consumers and trade professionals. The space brings together Lulu and Georgia’s bestsellers, recent product launches, and high-profile designer collaborations under one roof. Crucially, it also features a dedicated library of fabric and material swatches. Here, visitors can examine wood finishes, metal patinas, and textile options up close, or sit down with the brand’s in-house design team for complimentary consultations. These sessions offer expert guidance on a wide array of interior design challenges, ranging from comprehensive floor plan layouts to cohesive color palette development.
To further anchor the showroom within the local creative landscape, the space incorporates artistic touches beyond the core product offerings. A custom courtyard mural created by longtime brand collaborator Sarah Sherman Samuel introduces another layer of artistry and local flavor to the environment. Moving forward, Lulu and Georgia plans to host a variety of events, designer-led discussions, and intimate industry gatherings, effectively transforming the physical showroom into an active destination for the Los Angeles design community.
For a brand that has spent more than ten years cultivating its distinct aesthetic entirely online, the opening of the West Hollywood flagship offers a vital dimension that no digital screen can replicate. It provides clients with the rare opportunity to feel the weight of a fabric, test the comfort of a seat, and witness firsthand how Lulu and Georgia’s diverse array of furniture, materials, and decorative objects ultimately come together to form a cohesive room.
