Restoration Hardware unwraps new retail format

The newest retail concept from Restoration Hardware now has its very own brick-and-mortar home.

The fist standalone RH Modern has opened, in West Hollywood, California, in the heart of the city’s Design District. The 21,000-sq.-ft. store combines both indoor and outdoor space. RH Modern also debuts with its own distinctive 540-page catalog, a dedicated website and national ad campaign.

The location has a dramatic exterior of white, polished European plaster and 21-ft.-tall glass steel windows that fill the building with fresh air and natural light. The white-on-white exterior signage doubles as an art installation. At night, dramatic halo lit signage and embedded LEDs outline the windows and illuminate the façade in a graphic, architectural glow.

Entering visitors step into a sculpture garden where giant white shade sails and up-lit date palms towering 30 ft. overhead. Black concrete slabs embedded in decomposed granite and basalt form a linear pathway and lead guests through the garden to a striking 18-ft.-wide by 16-ft.-tall wall of cascading water inspired by the famed fountain in New York City’s Paley Park.

A perimeter of angular steel planters and exotic succulents serves as a backdrop to a display of outdoor furnishings.

Continuing indoors, guests will first arrive at the two-story lobby marked by a monolithic staircase with transparent glass and brass railing. The lobby features two specially commissioned works of art by famed Los Angeles artist, RETNA. Three massive “chandeliers – each composed of hundreds of illuminated crystal rods — are suspended 22 ft. overhead.