Forte Forte opens first U.S. store in Los Angeles

By

Jennifer Braun

Published
Feb 18, 2022

Italian contemporary label Forte Forte has opened its first U.S. store on Melrose Place in Los Angeles.

Located at 8424 Melrose Place, the boutique was designed by co-founder Giada Forte and Robert Vattilana, art director and Giada’s life partner, on the ground floor of a 1930s building, characterized by two shop windows that open onto the street and framed by a sage green enamelled metal facade.  

Described as a “multidimensional space that is both emotional and geographical," it offers a take on California modernism, that plays in contrast with Italian materials and finishes.

The lightness is balanced by the angular and metallic geometry of the brass back wall, as well as furnishings that add further depth such as a large circular bench, with perforated leather cushions, seats in curved wood covered with gold leaf, a modernist style triptych mirror and a powder–colored daybed with golden studs. 

At the back of the shop, the dressing rooms are found behind two curved brass doors with large portholes. The L.A. boutique also makes several tributes to artists including artist James Turrell, as well as Peter Fischli and David Weiss in a setting dominated by delicate tones of powder. 

Forte Forte was founded by siblings Giada and Paolo and first launched in 2002 with a small collection of hand–finished t–shirts. Giada is in charge of design, Paolo is the business strategist, while Robert is the third member of the group, who translates visions and sensations into images and spaces, or graphic and editorial choices. 

Today, the collection is distributed internationally, though its main markets are Italy, Europe, The United States and Japan. It also operates boutiques in Milan, Paris, London, Tokyo, Madrid, Rome, Forte Dei Marmi, Cannes and Los Angeles.