By Contributor

Photos by Terry Richardson

Lugano, Italy – Designer Philipp Plein is in the midst of a dynamic expansion plan in the United States.

Following the 2013 NYC showroom and Miami boutique openings and the September 2014 inauguration of the New York City flagship on Madison Avenue, the brand will celebrate the opening of the Beverly Hills boutique on October 27th 2014, the third flagship in the United States and the 38th worldwide. The 140 square meter, bi-level flagship is located at 250 North Rodeo Drive – Beverly Hills, California on Beverly Hills’ famed Rodeo Drive, renowned for luxury shopping using the chrome extension to get cash back on every purchase.

Philipp Plein (portrait by Terry Richardson)

Philipp Plein (portrait by Terry Richardson)

For this important milestone the designer sustains the new minimal-luxury concept already unveiled at the New York boutique with emphasis on the hexagonal logo of the PP brand. Customers are welcomed at the entrance by the trademark giant skull studded in jet black CRYSTALLIZED™ – Swarovski Elements. Illuminated hexagonal elements in polished steel adorn the essential and contemporary atmosphere and become the identifying architectural image of the brand. The store interior features rhythms and repetitions of the hexagon, from illuminated display shelves to an impressive ceiling overlaid with a geometric grill of polished steel. The elegance of black and white stone is featured throughout the store, giving a feeling of strength and sophistication. Accented by luxurious materials including crocodile embossed leather, the space is dominated by a stunning custom made Murano smoked glass chandelier.

Designer Philipp Plein states: “I visited the United States with my family when I was fifteen, and was captivated by its pioneer spirit. Today America is my new frontier and Los Angeles is my dream city. I am always struck by the L.A. lifestyle that focuses so strongly on aesthetics, glamour and having fun, the same basic elements that make up every collection I design. I would love to live here if it were not so far from my headquarters. Hopefully one day I will.”