L.A.’s Fred Segal Opens in the New SLS Las Vegas
53-year-old L.A. retailer Fred Segal is heading east. No, not to New York, but to Sin City itself: Las Vegas. The L.A. mainstay and celeb-frequented shop is setting up a one-of-a-kind retail experience at the new SLS Las Vegas, and the opening this weekend is just the first step in Fred Segal’s plans to become an international brand.
Earlier this year, the shop opened up a satellite location at LAX’s Tom Bradley International Terminal, giving the jet set one last taste of L.A. before they headed off to whatever exotic locales their hearts (and passports) desired. It also was just the first taste that shoppers would have of Fred Segal as an entire lifestyle label instead of just a store known for nurturing emerging labels and offering a unique mix of offerings from established brands. The new space inside the SLS Las Vegas expands on the concept even further, spanning a whopping 10,000 square feet in a unique immersive shopping experience unlike any on offer at other Vegas hotels.
The SLS Hotel, which sits on the space formerly occupied by the Sahara, is designed by Gensler Architects and starchitect Philippe Starck and is also home to L.A. mainstays Katsuya by Starck, Bazaar Meat by Jos© Andr©s and Umami Burger, giving Vegas revelers a real taste of the Los Angeles lifestyle. The crowning glory of it all, however, has to be the Fred Segal shopping experience, which is meant to fit in seamlessly with the rest of the resort. Visitors can wander the casino and just happen upon one of the seven individual stores that make up the Fred Segal Collective and wander back onto the gaming floor before discovering another shop.
The stores are all mixed in and intertwined with the hotel, Paul Blum, chief executive officer of Fred Segal told WWD.
The Fred Segal Collective includes She, He, Jeans, Shoes, Jewels, Play and Goods, each offering up a unique mix of products that are very apropos for the Vegas set. Jewels is Fred Segal’s first foray into fine jewelry, so even the most die-hard Fred Segal fans will have a reason to make the sojourn out to the desert. She and He will sell women’s contemporary clothing from labels such as Jonathan Simkhai, RTA, Haute Hippie and Zimmermann and menswear from Moods of Norway, Billy Reid and jeans from BLK DNM, respectively. The offerings lean a little more towards party time in Vegas than the fashion-forward choices in L.A., however. Play will stock sexy playthings and lingerie while Shoes will be the place to go for skyscraper-high heels and over-the-knee boots. Angelenos will probably feel most at home inside Jeans, which is where Fred Segal is offering up Current/Elliott, Elyse Walker, Paige, Frame and more alongside guys’ options from a selection that includes Alex Mill, Onia and Fidelity.
The Collective not only marks the first time that Fred Segal is leaving its comfy, sun-drenched hometown, it is the very first time that one label will command the entire retail space at a major hotel resort. The Fred Segal Collective is set to open on Saturday.