Madhappy’s First Flagship Is More Than Just a Retail Store

West Hollywood is about to be overcome with Madhappy‘s colorful “local optimism,” as the brand lays down hometown roots for its first flagship location. With seasonal regional locations ranging from Aspen and Miami to Soho and East Hampton, the permanent Los Angeles outpost ushers in a new era for the prominently digital brand. Housed with an embedded conversation pit, an open-air courtyard, and “Local Optimist Space,” – alongside its range of apparel, of course – the mental-health-first label has joined forces with the Los Angeles-based creative studio PlayLab to curate a space that feels authentic to the brand’s ethos.

“We’ve always viewed our shops as spaces that go beyond something purely transactional,” explained the label’s co-founder Peiman Raf. “We want [our shops] to allow our community to engage with Madhappy beyond what’s possible digitally.” Alongside its cheeky conversation pit and lengthy courtyard, the space also boasts a multimedia room that features a rotating collection of collaborative audiovisual concepts; the first artist to set the tone is Edmonton-based electronic artist, Khotin.

The flagship’s café – entitled the Pantry by Madhappy – is a realm of its own, tapping the likes of local and global culinary partners to conspire an intentional menu. Japanese-based café HOTEL DRUGS will be available for the first time in the U.S., contributing a bevy of espresso and tea offerings. Other signature California eateries lending a hand to the project include Jon & Vinny’s, Gjusta, Beverly Hills Juice, AWAN and Courage Bagels.

“It’s been amazing to take our time with our first flagship, to really obsess over every detail in collaboration with PlayLab,” Madhappy co-founder Mason Spector conveyed of the store’s intentional layout. “We’ve made a huge effort to think through every inch of the space.”

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To kick off the flagship’s opening, the brand has also cooked up a commemorative capsule and accompanying accessories (including an incense pack and burner) available exclusively at the Los Angeles store, which is officially open now at the below address.