CMC to Redesign 2A

The California Market Center in Los Angeles is sprucing up an area of its 3-millionsquare- foot center that has been somewhat of a no man’s land for the past year.

The now-vacant area on the second floor of the A building previously known as the mezzanine has been used by temporary exhibitors during market weeks and trade shows. The CMC is adding more than 20,000 square feet of permanent showrooms to complement the existing updated and better apparel showrooms on the floor.

Some of the CMC’s most frequented and established permanent showrooms are located on 2A, including Creative Concepts, Tom & Rebecca Sales and Rep Et Trois.

“This has been a lucky floor in that a lot of companies like Guess? started here before they went on to build corporate showrooms,” said Michael Gae, principal of Rep Et Trois.

“This area set the pace for the whole building,” added Lisa Arden of the David & Lisa showroom.

The CMC is not cutting corners for the project. It plans to brand and market 2A and the third floor as a destination for better and updated clothing lines. The building’s management enlisted Los Angeles–based Wirt Design Group Inc. to design the addition. Heidi Painchaud, who helped design the Staples Center as well as the remodel of Dodger Stadium, is leading the Wirt design team.

The area will be transformed into a gallery-style space with muted canvas backgrounds, enhanced lighting and graphics. Common areas will also be enhanced to allow existing tenants to benefit, as well.

“Our challenge was to design an interior that was both modern and timeless,” Painchaud said. “We approached the CMC with the idea of having a continuous design concept, which could be tailored to the fashion focus of each floor.”

“Our particular audience is focused on style,” added Paul Lentz, general manager of the CMC. “Therefore, our focus in this process is on design that has resilience and creative vision to stand up over time.”

The new space is set to open in time for Los Angeles Fashion Week in November. The floor’s renovation is part of a master design plan for the building. After 2A, 3A will undergo a makeover. Other sections of the CMC have also seen improvements. Earlier this year, a “street couture” section featuring alternative apparel and clubwear opened on 11B. Third-floor updated and better wholesalers also relocated from 3C to the redesigned 3B, which features an atrium and open floor plans.

Showrooms currently on 2A do not appear to be threatened by the addition of new competitors.

“We’re very like-minded on this floor,” Arden said. “We work with each other. We’re open every day. The product quality is good and is mostly L.A.-based. It’s a nice floor.”

“We’re looking forward to [the expansion],” Gae added. “Now we’ll have one whole new look.”

Robert McAllister