Urban Outfitters Transforms Downtown L.A.’s Rialto Theater
Acne Studios isn’t the only big name to take on L.A.’s Broadway corridor. Urban Outfitters has transformed the historic Rialto Theater, which was built in 1917, into one of the brand’s most unique destinations. The two-story, 9,830-square-foot space takes a few cues from the brand’s Malibu store, but it’s also got a character all its own thanks to the unique architecture inside the Rialto. Unlike most Urban Outfitters locations, the Rialto spot is perfect for shoppers to explore, with a new kiosk-driven layout and one-of-a-kind finds sourced from Etsy and the famed Rose Bowl Flea Market. It’s stocked to the rafters with the Urban Outfitters merchandise that you love, but one visit will show you that it’s anything but another cookie-cutter store opening.
The Rialto movie palace building still has incredible character you can feel the history when you are there,” said John Hauser, Urban Outfitters chief executive officer of brand experience. “Urban is excited to be on Broadway and to be part of the revitalization.
Inside the store, you’ll find the brands you know and love — including Urban Outfitter’s house brands such as Silence + Noise, Kimchi Blue and more — but you’ll also notice that the store isn’t just a big box shopping spot. No need for selfies, either, because UO’s placed a fun photo booth right in the lady’s area for photos of your most creative outfit combinations. Laid out like a super cool flea market, the store’s full of different kiosks, dedicated brand shops and more that beg to be explored. The Rialto Theater has been empty since the Northridge Earthquake in 1994, so the Urban team had a huge, blank canvas to work with when they were conceptualizing the store’s layout.
The bi-level shop includes different areas dedicated to menswear, women’s offerings, shoes, accessories and even beauty, which has been a growing category for the store and includes brands such as NYX, Stila and more. The Rialto location has a huge selection of Urban Oufitter’s house brand of polish, which is quickly gaining popularity thanks to unique holographic finishes, unexpected combinations of glitter colors and a wallet-friendly price tag.
There are nods to the building’s past all over the store, including a huge movie screen in the back and collages of vintage posters and more throughout the store. Speaking of vintage, there’s plenty of that all over the store, too. Guys and girls will find vintage treasures sprinkled throughout the store (remember when UO has a huge vintage section in every store?) so if you find something looks like it might actually be from a bygone era, it very well may be.
There’s also a unique music area, which displays vinyl records (there are over 600 titles to choose from and some are exclusive to UO) and even guitars — which are available for purchase, in case you’re wondering — along with studio-quality gear for audiophiles and aspiring singers alike. And home goods are well represented too, thanks to a full home section that’s stocked with mugs, games, books and more. The team at UO has also filled the store with found objects collected all around California, which is why this particular spot has a Coachella-friendly feel that other stores lack. Keep an eye out for bar carts, vintage chairs and more.
The opening of Urban Outfitters (and Acne Studios) is a big step towards the revitalization of the Broadway Avenue area, which is filled with historic buildings, old theaters and more. Bringing Back Broadway, which is an initiative that’s set out to bring businesses back to the once-bustling L.A. neighborhood. The marquee outside is the biggest change to the neighborhood so far. UO worked with Bringing Back Broadway and the Los Angeles Historic Theater Foundation to bring the theater’s legendary marquee back to its former glory and every night, it lights up the neighborhood just like it did in the theater’s heyday.
Urban Outfitters understands the market and knows where Broadway is going,” L.A. city councilman Jos© Huizar, chair of Bringing Back Broadway. “And I thank them for planting their flag and saying they want to be part of Bringing Back Broadway.”
Urban Outfitters is located at 810 S. Broadway, in Los Angeles.