Her August partnered with Lulus to concept, design, and launch their first-ever permanent retail space—an 8,000 sq ft flagship on Melrose Avenue in West Hollywood. From initial location consulting and contract negotiations to creative direction and experience design, we led the project from vision to opening day. Scroll through to see how we built the space out and a few of the major activations that we designed to live in the space.
LuLUS MELROSE BRAND SPACE
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ARTIST COLLABORATIONS
CUSTOM FIXTURES
We also championed partnerships with local artists and makers, bringing in community-rooted design elements wherever possible. Beyond the build, Her August developed and executed in-store programming—from launch parties and festival showrooms to bridal activations and monthly events—turning the space into a cultural hub, not just a store.
In collaboration with Emily Wassall from Super Spaces, we transformed the former carpet store into a two-story, multi-boutique concept tailored to the Lulus customer. We designed custom fixtures, immersive dressing rooms, signature scent moments, curated playlists, retail packaging and photo-worthy touchpoints woven throughout the space. Every detail—from lighting to layout—was crafted to feel thoughtful, elevated, and social-media ready.
THROUGHTFUL BRAND DESIGN
As part of our ongoing brand experience strategy, Her August concepted and launched the in-store Lulus Bridal Boutique—a dedicated space for styling, celebration, and discovery. To mark the launch, we produced a viral 100 Dresses Giveaway that gifted wedding gowns to deserving brides nationwide, turning a retail moment into an emotional, shareable brand story.
for 100 brides
wedding event
From spatial flow and creative direction to branded touchpoints and shareable moments, every detail was designed to feel elevated, effortless, and cool—not commercial. A cultural drop, IRL.
Her August partnered with Lulus to concept and produce the Meet in Real Life preview event, celebrating the launch of D’Amelio Footwear. Held at the Melrose flagship, the event offered fans an intimate first look at the collection—complete with early access shopping and in-person moments with Dixie and
Charli D’Amelio.
D'AMELIO FOOTWEAR LAUNCH
meet & greet
Guests sipped, styled, and indulged—moving through a sunscreen bar by Vacation, a flash tattoo station, and glittering photo moments, all designed to surprise and delight. The vibe was part styling suite, part party—making the pre-festival ritual just as iconic as the main event..
Her August transformed the Lulus Melrose space into a festival-ready showroom experience, inviting celebrity talent, influencers, and media to curate their perfect looks ahead of Coachella and Stagecoach. Themed Desert Disco, the activation blended high-style with playful energy—featuring curated racks, custom gifting, and unexpected photo moments throughout.
FESTIVAL READY GIFTING SUITE
suite
To celebrate the launch of the Lulus 2025 Prom Collection, Her August reimagined the Melrose flagship as an after-hours prom takeover. Think: disco lights, burger pop-ups, dirty Shirleys, glitter crowns, and a throwback photo booth moment—designed to channel all the nostalgia.
The space became a full-on dance party, where top influencers and friends of the brand toasted the new collection in true prom night fashion—playful, stylish, and totally unforgettable.
influencer
event