According to multiple reports, those who visit the new space are escorted into the store in small groups; first entering into a nearly pitch-black room. Dominated by the colors black, white and grey with accompanying ethereal music and minimal, nearly lunar decor, the space is inspired by Fear of God’s sixth visual campaign, itself inspired by the Wolfgang Petersen film, ‘The NeverEnding Story’
Venturing further inside, shoppers make their way down a lit walkway lined with select pieces from the brand’s fall and winter 2019 release from the sixth collection. At the walkway’s end, visitors are finally escorted into an open showroom with a shoppable array of pieces from Fear of God’s mainline, Fear of God Essentials and Fear of God footwear. A particular shop stand-out is the Nike Air Fear of God 1 sneaker, which will be re-released in new colorways during the shop’s operation, according to a report from the Los Angeles Times.
“Our first space that celebrates everything within the @fearofgod house,” Lorenzo said via an Instagram post on his personal profile. An immersive luxury space open to all. Inclusive of luxury and price accessible goods…I will never create a luxury space that prices out anyone…after an emotional/intimidating immersive and dark entrance…customers are lead to the light in the back of the space where everyone feels welcome.”
