LOS ANGELES - Rock royalty and Hollywood icons alike collect his one-of-a-kind crystal and tattoo-covered cashmere pieces, custom denim and leather, and weighty sterling silver baubles. But Amal Guessous "the Moroccan" born originator and undisputed king of rock 'n roll chic -- modestly rejects the mantle of artist or designer.
Preferring to call himself a merchandiser, Guessous is opening a new home for his goods, on a prime strip of LA's Melrose Avenue. But just as Guessous is the anti-designer, this is the ultimate anti-selling environment.
Walk into the 4000 square foot space and wonder. Have you landed in a private concert space, decked out with a professional synchronized light and sound system, a stage that houses Cinderella's drum kit, and deep, oversized black leather club chairs? Is this the church of rock, with its high, exposed-beam ceiling and walls plastered with posters of saints like the Stones, Pink Floyd, Kiss, and the Beatles? Or could it be a museum of rock 'n roll style, where Guessous wares -- artistic in spite of themselves are displayed on the occasional mannequin, or jewel-like in etched glass cases built into the walls?
A & G by Amal Guessous is all of the above, and more. This is the antithesis of a store where square footage is squeezed first and foremost into service of the merchandise. Instead, Guessous prefers to keep the space open, airy, inviting and above all relaxed. This is a place where clients can chill, listen to music, and of course, if the spirit moves them, find their own piece of the rock 'n roll. And there's more to the store than meets the eye the back houses an atelier where any and everything imaginable can be customized by a team of leather and silver artisans.
Rock store
The store occupies choice real estate in Melrose's rejuvenated west-of-Fairfax section, a stone's throw from Fred Segal, Maxfield, Alexander McQueen and other destinations. The moment clients step onto the signature leopard-print carpet, they enter what could very well be a rock star's gigantic, fantasy walk-in closet. Here, among the rock memorabilia, all manner of merchandise co-exists with hand-carved accents of rare African Wange wood, sterling silver hardware, and comfortable low chairs and tables all designed by Guessous. From teddy bears with black leather crosses and silver fleur-de-lis eyes to the brand's signature luxe cashmere pieces, hyper embellished with unique prints, Swarovski crystal, leather and alligator, this rock candy store presents a daunting challenge what to choose?
Rock 'n Roll Couture's cashmere collection includes licensed Beatles, Sex Pistols, Kiss, AC/DC and Woodstock pieces. The store also features customized leather and denim, knitwear, custom biker boots, jewelry, small leather goods and other giftable accessories, ranging in price from $45 to infinity.
The atelier
Rock style is nothing if not the cult of individuality. If you bring it, Amal Guessous will customize it. That goes for a Hermes bag, a pair of Uggs, a Cartier watch, or anything you can imagine. Highly skilled leather and precious metal artisans stand ready in the store's back room atelier to create jewelry or add a personal accent to any piece of clothing or accessory. No request is too small or too large, too common or too strange.
A & G by Amal Guessous is located at 7922 Melrose Avenue. Tel 323.951.0055.
