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Visiting Mameg to the is more like a cultural experience than a shopping trip. You leave with all the satisfaction and excitement you may have after attending a particularly good art exhibition. What is appropriate because, after having moved last year from its location behind the Margiela store on the Petit Boulevard near Little Santa Monica, he now shares an elegant building from the 30s with Michael Werner Gallery, wrapping the three sides of a paid courtyard shaded by Australian bottle trees and with an abstract bronze watered, abstract in patinated bronze, The soupby the artist by Kirkeby.
Whether it is a shop or a gallery is not immediately apparent. Without signaling and two small windows, neat as image frames, it is so discreet compared to the glass flash of luxury marks that populate this corner of Beverly Hills that a regular buyer could easily pass. But for those who know, Mamewhich results in “breast” in Farsi, is a beloved destination. Designers Global fashion houses and the cinematographic industry lights appear; Museum directors could stay for a picnic in the garden. When I visit, a label executive has just finished purchases and, when I am leaving, a manager of management tries pieces of the new season of Belgian designer Walter Van Beirendonck.
They come for the highly considered mixture of clothes, accessories, jewelry, books and art Objects that the owner Sonia Eram and her team gathered. You might see cleverly placed on a long Frank Gehry table from the 1980s, a pair of booty boots in green suede, a bunch of gentle Sander crew or a hand made by hand by Mühlbauer de Vienne Gabrielle Greiss. On the rails, rooms from the Japanese design house Cosmic Wonder suspended next to a pair of custom -made pants on high house Margiela and a gray check coat bordered by lemon by the Belgian brand Meryll Rogge.
Eram, a quietly spoken Iranian, launched the business in the late 90s. His name, Mameg, came from his father, who suggested it when she told him that she was sold women's clothes. For her, the parts they choose to sell and display are “not on the designer or the house. This is the story inside the room and how the pieces interact together, “she says. She underlines the beautiful Cristaseya Couture, based in Paris, like “La Crème de la Crème” and has a particular interest in craft and multigenerational companies like Mühlbauer and Swiss designer Daniel Heer.
Open the white cupboards that line one side of the store and you will find hand -handed leather shoes by the Japanese designer based in Italy Yucca Murase in boxes that Eram will manage for you with a brutal delight. Try a blazer from Lutz Huelle in a cloakroom painted by the studio based in Paris and Berlin injuries, with a photograph of the house Richard Neutra VDL in Silver Lake (the curtain is the same Kvadrat fabric seen in the image) and you are starting to feel like something of an artistic installation yourself. Serious collectors could be allowed to have an overview of Mameg's archives upstairs, a significant deal of the end of the 20th century by Martin Margiela, Raf Simons and Viktor & Rolf.
There is no end of the season in Mameg. “We are trying to encourage people to think about the longevity of a room,” says Eram. And you cannot buy on the store website. “We want people to come. We want people to know these manufacturers and the beautiful things they create. How could you explain all this online? ” she asked. You couldn't. There is really nothing but visiting.
