Los Angeles’ latest retail development is forgoing fast fashion and giant pretzels for açai bowls and tap-backs.
Platform, located in Culver City’s Hayden Tract district, is shaping up to be ground zero for the ‘hood’s already robust wellness scene. Although the complex—whatever you say, don’t call it a mall—won’t be fully complete until May 7, many tenants are already open for business.
SoulCycle, for one, has officially set up its West Coast HQ there, as well as one of its biggest studios yet. Seriously chic New York City fitness fashion brand Aday has also popped up here for a two-month shop/studio engagement (every Wednesday they’re clearing out the racks to host free sessions of The Class), and indie boutique Kilter is slinging technical, design-driven activewear for dudes (plus a small selection of women’s gear by the likes of Alo and Koral).
“We never wanted to be a place that you just came to for clothes or food,” says David Fishbein, principal at Platform’s parent company, Runyon Group. “Wellness is a big part of LA’s lifestyle, and it’ll be an important aspect of anything we do going forward.”
Although several of Platform’s healthy brands have a presence elsewhere in LA, their spaces here won’t be like anything you’ve seen before. “The goal here is that every tenant, whether it’s fitness, fashion, or food, is either exclusive to LA or doing a unique take on their concept,” says Fishbein. For instance, when Juice Served Here opens, it’ll be home to some new menu items (coffee!), plus a high-end newsstand. Fishbein describes the space—green soapstone, gold mirrored walls, brass light fixtures—as “an architectural showpiece that’s going to blow people away.”
And that’s not the only Instagram-ready component: São Açai—a sustainable bowl and smoothie destination with indigo-dyed wall coverings and cool, minimalist pottery by Humble Ceramics—is also sure to be a social media sensation when it opens next month.
Platform’s just the latest in a series of wellness biz clusters that have been cropping up around town—for instance, the intersection of Melrose and La Cienega is home to Rise Nation, Playlist Yoga, Cycle House, Lagree Fitness, and Beaming, while Hollywood’s Eastown development boasts Barry’s Bootcamp, SoulCycle, Pressed Juicery, Greenleaf Gourmet Chopshop, and, this summer, Equinox. This strength-in-numbers approach is smart one, says Playlist Yoga co-founder Jordan Cohen. “We’re working to build an inclusive fitness community, and I think it’s benefited everyone in the area,” he says, adding that he’s already collaborated successfully on events with Beaming and Cycle House. “[This neighborhood] is really a one-stop destination for all of your fitness needs.” And the more of those that take shape around town, the better.
Platform, 8850 Washington Blvd., Culver City, CA, 90232, www.platformla.com
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