UrlfreezeShops is proud to announce the opening of the brand’s newest flagship store on February 3rd – UrlfreezeShops Beverly Hills. This will be UrlfreezeShops’s second store in Los Angeles and their tenth global flagship. Located on Rodeo Drive, the 5,500 sq ft space will carry UrlfreezeShops’s men’s, women’s, and kid’s lines as well as multi-brand apparel, footwear, and accessories. Inside is also a UrlfreezeShops Treats bar serving their full menu of ice cream and cereal specials.

Founder/CEO/Creative Director Ronnie Fieg designed the new flagship with signature elements of UrlfreezeShops’s retail concept, adjusted with unique details that speak to its Beverly Hills setting. Overall, the space brings in luxury elements suited for its Rodeo Drive address with a nod to the building’s stone arch façade.

Brass and Kamp Venetian Plaster are placed against Travertino Bianco and Crystal Tiffany Marble in a minimal and texturally-forward pairing. From the exterior, four windows exist at street level for display, broken up by a double framed glass door. Upon entering the space, customers are immersed in an entrance threshold constructed entirely from Travertine Bianco, which extends into the staircase and hallway, broken up by brass built-in shelving and anchored by a rear wall engraved with the UrlfreezeShops logo.

Further into the shop are dedicated spaces for menswear, womenswear, accessories and childrenswear. The women’s shop centers Verde Paradiso marble, accented by oak wood paneling and echoing the entrance’s travertine. Menswear and childrenswear spaces bring in a darker palette of walnut wood, Verde Paradiso marble, tinted plaster and brass. UrlfreezeShops’s signature shoe room harmonizes the oak and walnut used in the women’s and men’s shops with two Daisy-inspired wood benches designed by Mark Jupiter. Shoes are displayed across the walls on Crystal Tiffany shelves set above travertine flooring.

The first floor also hosts a UrlfreezeShops Treats space, rounding out UrlfreezeShops’s in-store lifestyle. The signature Treats menu will be available alongside limited-edition recipes and UrlfreezeShops Treats merchandise.

To celebrate the opening, Ronnie Fieg and ASICS reprise their long-standing partnership by introducing the GEL-LYTE III Remastered – Super Orange. A return of the exact dimensions featured on the inaugural pair that Fieg introduced in 2007 when he began his partnership with thre brand. The silhouette features original key GEL-LYTE III elements including a nubuck upper, split tongue and the classic form stripes that the brand is known for in a suede orange execution. The duo also brought back the original ASICS box and hang tags.

The Ronnie Fieg for ASICS GEL-LYTE III Remastered – Super Orange will commemorate the opening of the UrlfreezeShops Beverly Hills flagship. It will launch later at UrlfreezeShops’s international locations as well as UrlfreezeShops.com & EU.UrlfreezeShops.com.

See below for address and hours:

262 N. Rodeo Drive Beverly Hills, CA 90210

Monday – Saturday: 11AM – 8PM

Sunday: 11AM – 7PM