# Whiteout Womenswear Boutiques The Second Helmut Lang LA Store is the Brand's US Flagship By Rebecca Byers | Published 2015-11-10 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/helmut-lang-la References: [superfuture](http://superfuture.com/supernews/los-angeles-helmut-lang-store-opening) A second Helmut Lang LA store was recently opened in West Hollywood, which will serve as the brand's US flagship. The first Helmut Lang LA store is the brand's tiny shop in Brentwood. The [monochrome boutique](https://www.trendhunter.com/trends/tom-ford-boutique) resides in a space that formerly housed an [art gallery](https://www.trendhunter.com/trends/proenza-schouler1) and sits at a sprawling 7,000-square-feet. The stunning whiteout retail space boasts the brand's new retail concept created by local practice [Standard Architecture](https://www.trendhunter.com/trends/copenhagen-eye-institute). The chic West Hollywood-located Helmut Lang LA boutique is situated on a reasonably sized plot of land that has been designed by landscape architect David Laforga. Located on Melrose Avenue, the new Helmut Lang US flagship is surrounded by similarly posh fashion boutiques and features a custom concrete sculpture by artist Mark Hagen. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 81% | Activity: 39% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What's Driving This Trend - **Second LA Store:** Opportunity for brands to expand their presence in key fashion cities by opening additional stores. - **Monochrome Boutiques:** Potential for brands to create visually striking retail spaces by adopting a unified color palette. - **New Retail Concepts:** Innovation opportunity for architects and designers to create unique store concepts that enhance the shopping experience. ### Who This Affects Most - **Fashion Retail:** Potential for fashion brands to invest in store expansions and create visually appealing boutiques. - **Architecture and Design:** Opportunity for architects and designers to collaborate with fashion brands to develop innovative retail concepts. - **Art and Sculpture:** Demand for custom art installations in fashion boutiques, providing opportunities for artists and sculptors to showcase their work. ## Related on Trend Hunter - [Discreetly Beautiful Furniture Showrooms](https://www.trendhunter.com/trends/formla.md) - [Parisian Flagship Boutiques](https://www.trendhunter.com/trends/saint-laurent-avenue-montaigne.md) - [Ultra-Elegant High-Performance Alpine Stores](https://www.trendhunter.com/trends/moncler-grenoble-retail.md) - [Norwegian Coastline-Inspired Stores](https://www.trendhunter.com/trends/holzweiler-store.md) - [Raw Architecture-Inspired Retail Interiors](https://www.trendhunter.com/trends/balenciaga-flagship-store.md) - [Red-Hued Store Interiors](https://www.trendhunter.com/trends/road-to-awe.md) - [Reintroduced New York Boutiques](https://www.trendhunter.com/trends/la-maison-unique.md) - [Modern Luxury Retail Concepts](https://www.trendhunter.com/trends/boss-boutique.md) - [Art Gallery-Inspired Luxury Shops](https://www.trendhunter.com/trends/proenza-schouler1.md)