So everyone is asking what 15 minutes at Fred Segal is??? It's a new retail concept shop that my dear friend Jeannine and I have partnered up on at Fred Segal where she has owned Fred Segal flair for 16 years. I thought I would just post the story as Jeannine and I wrote it. This is an ever evolving project...something brand new every "15 minutes...
Jeannine & JohnEvery 15 minutes Jeannine Braden and John Moore are inspired to jump into 15 new projects. Call it what you will – too much energy or just bubbling ambition, they are not content to simply do their day-jobs. They’ve been discussing collaborating together since they met in the Fred Segal parking lot ten years ago. With a shared love of everything California, and a common approach to the creative process it was destined to be something worth checking out. 15 minutes marks their first joint venture, combining their respective talents…she is a wunderkind retailer, boho beach stylist, punk-rock devotee, and gem-finder with an eye that would humble the world’s greatest stylists; he is a creative director phenom, designer, artist, surfer and flea market diver. This cross-pollination of art, fashion, music and the beach is stirring up a creative clash so original that it’s bound get everyone’s attention.
The Designers & Artists15 minutes is not just a space, but also a blank canvas to showcase both designers and artists at every turn. Everyone loves discovering a new gem! We search high and low to find the best under-the-radar designers and give them the ultimate opportunity to introduce their vision to the market…we love their independent spirit and rebellious energy! We will also showcase some of our all-time favorite designers in a new way, allowing them to experiment with space, art, music and design, exploring a complete vision to compliment their collections. Some of these well-known designers have already established themselves on the retail landscape, 15 minutes allows them an opportunity to experiment - a canvas to showcase their vision in a new context. Every designer’s creative impulses and guilty pleasures will be indulged! The artist chosen might be an emerging talent or an international superstar, but will always share a relationship with the showcased designer – sometimes through a collaboration, sometimes through a shared vision or sometimes simply due to a common aesthetic. Photographers, graphic artists, painters, illustrators, sculptors, furniture designers, architects, directors, poets, musicians and writers are all welcomed to share this conceptual space.
The Experience15 minutes is a tangible portal into a designer’s vision – an environment where the consumer or devotee can look, touch, smell, hear and wear all aspects of the designer’s concept. We know that each designer has a distinct vision, and in the normal retail channels this vision is never fully realized. Their collections are cherry picked by the traditional retail buyer; their vision becomes fragmented and never reaches the consumer. Consider 15 minutes your invitation to be sitting in the front row of your favorite designer’s fashion show, flipping through their creative notebooks, listening to their ipod, or even taking a step into their closet. Our intention is not to edit, but rather to curate each designer and artist’s newest body of work as if they were showing in a gallery. We will not refer to the experience as a pop-up, but rather as a show or installation. 15 minutes shares a designer’s intrinsic soul!
Fred Segal Flair, where the lace meets the street...
coolie high...
the cheshire cat in his element, beware.
L-O-V-E, we're bringin' peeps together. Just wait until October, huh Sean!!!
a blurry Yusuke & Niki...the iphone needs a flash! Come on Apple!!! Check back later for more...
Jeannine's genius styling skills, check.
Fleur de coton, 15 minute's own scent for this inaugural installation with Alternative. Developed to evoke the essence of fresh cotton - WE LOVE TEE SHIRTS!
the Marshall brothers, check. Thankfully they stopped by early enough to make sure we were gay friendly. They assured us,we were! They would rush back later in the evening for pink cocktails!!!
Let them eat cake, check.
outdoor ambiance and alternative billboard, check!
attempt 1 of 2 on the signage...
we brought in the inspection committee for the final approvals...
Matt Sohl's handpainted tee shirts...this is number 15 of 15 going fast!!! Hurry, they're just 98 bucks...not bad for a one of a kind original made just for you!
Jeannine & I, 7pm on Thursday evening...15 minutes before destruction...the calm before the storm...
7:30pm, shredding the wallpaper...
...2:00am, still shredding the wallpaper. That's Russ form In House Creative, the chief foreman on the job!
called it quits sometime before dawn...
when Matt becomes an international art superstar and this image is synonymous with his name, it was given birth at 15 minutes (matt still hasn't finished the logo for bfbk)...
and then the brainstorm began...here's Greg, alternative's main dude at his amazing offices tucked neatly into a hollywood canyon... 
the idyllic hillside setting...feels like you're one with nature...
Greg & gang brainstorming the images for the build out at Fred Segal Flair pre-demolition stage...
So everyone is asking what 15 minutes at Fred Segal is??? It's a new retail concept shop that my dear friend Jeannine and I have partnered up on at Fred Segal where she has owned Fred Segal flair for 16 years. I thought I would just post the story as Jeannine and I wrote it. This is an ever evolving project...something brand new every "15 minutes...
the surf rolled off the horizon in the most unexpected way...from the walls of the breakfast room in the Soho Grand...a very quick trip to NY, but glad to get a little mind surfing daydream time at 7:30am over steal cut oatmeal
Come down to see our new retail concept at Fred Segal Santa Monica, this Thursday from 6-9pm.
Does anyone know the dude who drives the red one??? I want to make him an offer...
Capt Don - Yes, this is Nancy-Seven-Six-Nine-Juliet-Sierra and we’re holding at 14,500 ft, Roger that....
My friend Helen just sent this to me, and I pulled the following text off his website..."Contemporary environmental art wall work, made from found plastic objects, assembled behind perspex. Semi-abstract recycled art created from plastics collected from Australian beaches." Check him out http://www.johndahlsen.com/thumbs/envwall_thumb1.html
And this image was taken from 50rooms.com about a year ago and I thought it was a nice bridge from John Dahlsen to Ryan McGinley. If you go to 50rooms.com and look for nice pictures of skys and sunsets, you might be surprised what you find.
These Ryan McGinley photos I've saved in a file entitled coral, driftwood, stone & water since last summer...
