Retail business, FRAME, expands its operations by launching a new outlet in the coastal town of Malibu on the Pacific.
FRAME, a renowned fashion brand, has expanded its retail footprint with the opening of its nineteenth store in Malibu, California. Located off the Pacific Coast Highway, the new boutique is a testament to the brand's commitment to creating culturally significant and aesthetically pleasing spaces.
The design of the Malibu store, a 1,755-square-foot boutique, is a collaboration between Erik Torstensson and Paris-based designer Flora Byk. Their design approach for FRAME stores embraces a modern California aesthetic, characterized by light-filled, warm, and textured spaces that evoke the local landscape and architectural heritage.
A Modern California Aesthetic
The Malibu store showcases this aesthetic with a palette inspired by California's canyon ochres and sun-faded sand. Sandblasted elm wood, with its warm and textured finish, adds a touch of warmth to the store's clean, modern lines. The weathered finish of the sandblasted elm contrasts beautifully with the store's sleek design, creating a harmonious blend of nature and modernity.
Architectural Influences
The design pays homage to midcentury California architects, such as Richard Neutra, Pierre Koenig, and Craig Ellwood. The store features an elliptical metal structure and vertical panels that reference the adjustable brise-soleil of these architectural icons. A continuous skylight runs from front to back, allowing the light to shift throughout the day, reinforcing the connection to California’s light and landscape.
Use of AI in the Design Process
Erik Torstensson, the creative force behind the store's design, has incorporated AI as a tool to complement hands-on fabrication. AI was used to refine the aesthetics and augment hands-on fabrication, resulting in bespoke design elements such as window sculptures and hand-crafted metal tables.
Displaying the Latest Collections
The primary focus of the Malibu store is on displaying clothes, reflecting the modern California aesthetic. The store carries the latest men's and women's collections from the FRAME brand, providing customers with a curated selection of fashion that captures the spirit of California.
Store Details
The Malibu store is open daily and is located at 23465 Civic Center Way, Suite 460. This marks the third retail project between Torstensson and Byk, following their successful collaborations on the Madison Avenue flagship (April 2024) and Scottsdale Fashion Square (June 2025).
In summary, the Malibu store is a stunning example of how technology can be integrated into the creative process without sacrificing the artisanal craftsmanship that is so integral to the FRAME brand. The store is both a reflection of California’s natural and architectural heritage and innovative through its use of cutting-edge tools like AI in the creative process.
