GUESS JEANS Opens “Homecoming” Store in LA
by Adriano Batista
GUESS JEANS has opened a new two story store in West Hollywood, Los Angeles. Located at the intersection of Melrose Avenue and San Vicente, it is called the “Homecoming” concept store. The project aims to be more than a retail space, positioning itself as a cultural and commercial destination that merges heritage, design, and community.
The initiative reflects the brand’s ambition to redefine a flagship store. It is presented as part lifestyle space, part creative platform, and part community gathering place.
Josh Cho Photography – Los Angeles Architectural Photographer
Nicolai Marciano, Director of New Business Development, stated the opening is deeply personal. He framed it as a return to roots, both to the city where GUESS was founded and where he was born. He described Los Angeles as a cultural epicenter for creative communities and said the project is about building something meaningful for the city, while creating a platform for future ideas and collaborations.
To mark the opening, the brand held a week of curated events. These began with an intimate VIP dinner on January 28th. The official opening day on January 29th included an influencer brunch, a friends and family event, and a party at Avalon Hollywood. The store opened to the public on January 31st.
Check out the photos from the event:
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