In December 2019, artist Gloria Noto, the founder behind natural, gender fluid cosmetic brand, NOTO Botanics, opened the doors of her first flagship store in The Highland Park neighbourhood of Los Angeles.
With a burgeoning cult following in tow (who can’t get enough of the brand’s natural, sustainably produced products) NOTO Botanics’ new presence on the corner of Figueroa Street and Ave 50, has been extremely well received. The new space, once the Chevrolet showroom in the 1930’s, boasts terrazzo floors and Art Deco-inspired archways, something which architects Tyler Thomas and Gabbi Sun of Venn Studio infused into their final vision for the store.
Through the flagship store’s wide, full glass glossy façade, passers-by will instantly be drawn into the space by the carefully curated, beautifully calming colour palette and interior design. Welcomed in with a complimentary tea by herbalist Melanie Griffith and immediately swept up into the explorative, inspirational brand ambience that NOTO Botantics breathes, there’s no doubt this L.A. store should be on your must-visit list, especially if you’re a cosmetic fiend.
Gloria Noto worked with Venn Studio to fill the highly curated space with stunning details, including a exquisite lime washed wall, a custom-built curved couch – inspired by Ueli Berger’s mid-century Snake Sofa, Switzerland, 1972 – bespoke shelving where products sit enticing on crushed gravel (echoing the organic and nature elements of the cosmetics line) and large mirrors, including one that arches elegantly over a travertine sink. Thoughtful, interactive elements have been drawn into the project too, enticing customers to engage with the brand further. A large expanse of white wall welcomes community and charity action messages alongside editorials and brand announcements, which can be read and explored as the scent of the NOTO product Rooted Oil burns fragrantly through the commercial space.
“I wanted a place where the customer could come and experience the product in the flesh. Cosmetics are such a personal experience and although I do appreciate the expansion of the web world, I do want to maintain intimacy of experiencing a product in real life with all of your senses.” Gloria Noto, Founder of NOTO Botanics
Here at enki, not only were we drawn to the NOTO Botanics sustainable approach and founder, Gloria Noto’s mindful industry journey, but Venn Studio’s translation of the brand through interior design and architecture. We caught up with Tyler Thomas, one half of the architectural firm, to discuss the project further.
#1 What drew you to this project?
“I had been friends with Gloria for a while when the idea for the store was just a dream she had. Gloria would send us links to rental listings and we would talk through how we could work together to turn it into the NOTO headquarters. What seemed like a far out idea became a reality when Gloria signed the lease for this space. Both Gabbi and I are users of the products, so we were so excited to be invited by Gloria to work on the design of the space with her. We were really intrigued by the idea that we could design a physical space for a brand that already has such a strong online presence and identity. So we knew our challenge was going to be translating that identity into a relatable environment.”
#2 Talk us through the client’s brief?
“NOTO has a very strong ethos and brand presence. So Gloria wanted us to capture that essence and somehow translate that into a space that included a retail component, a community gathering space, her office for 4-6 employees plus ample storage. All of this was to happen within the 730 sq. ft store front.”
#3 In terms of material palette, what type of environment did you look to curate and how did you do this?
“The overall concept for the store is very much about questioning and exploring supposed dichotomies. Masculine-feminine, hard-soft, art-retail, function-beauty, organic-synthetic, etc. in the same way that NOTO challenges standards of representation in the beauty industry. Our design objective was to show how these ideas could all exist simultaneously within one space with each concept working to enhance the other.
Based on this, we chose a palette of materials to promote a neutral and calming environment that would serve as a backdrop for the rotating products and people congregating in the space. Many of the products are highly pigmented and the guests very vibrant and engaged, so we felt that the physical space needed to compliment that.
The existing white and beige terrazzo floors set the tone from the beginning. The curved display wall is clad in a mossy colored lime wash finish that is meant to be inviting and reminiscent of the colours found in the NOTO products. The creamy whites, crushed gravel, shiny chrome fixtures and gauzy beige curtains add texture, depth and movement. The two large mirrors, one arched and one rectangular, are also very much design elements that reflect guests back into the space, making them part of the design and environment.
More on the gravel display trays; gravel, a quintessentially organic and rough material is set within the very manufactured and pristine painted metal trays. All serving to display the natural NOTO products in a unique way. Part art, but also an unexpected material that invites customers to come up and touch and feel the display for themselves.”
#4 How did Noto Botanics unisex direction drive the interior design of this unique project?
“It was clear to us that NOTO is so much more than a cosmetics and skincare line to Gloria and her community. Her ability to bring people together in an inclusive way was a major inspiration when designing a multi-functional space. One of her brand taglines is “Multi-use” and another “Uni-sexy” so we wanted the store to feel like you were walking into more of a conceptual gallery or lounge that happened to sell beauty products. So the space is very focused on bringing people in, having them be a part of the space to hangout and discover. The modular couch can be pulled apart and rearranged for different sized gatherings. The large white walls serve as a backdrop for future art installations. The curved display wall and linear shelves invite you to linger and discover the products, each carefully placed and displayed.“
#5 What challenges did you face with this project and how did you overcome these?
“One challenge was fitting all of the program into such a small space without one concept or function overpowering the others. We needed to fit a retail component, community gathering space, the team’s office space and storage. Using the curved display wall, modular cabinets and a modular custom designed sofa, we created a flexible space that could be easily rearranged and used for multiple purposes – again looking back at the concept of “multi-use” found in the products.”
Photography by Kacie Tomita
Discover more projects by Venn Studio here.
Explore NOTO Botanics unique cosmetic offering here.
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