Pretend by Appointment: Los Angeles’s secret, surrealist jewel box atelier is hosting a trunk show with En Studio this weekend. Go inside the old Hollywood space here:
While Pretend might be the perfect name for the business that Ezra Woods and Michael Woodcock started by accident, the pair’s creative flair and curatorial eye is very real. As the story goes, several years ago, Woods , and Woodcock , were throwing a dinner party and decided to create some “cute” floral arrangements. Among the guests that night was Bettina Korek , who was so taken with the blooms, she asked them to create a floral installation for the art fair.
Last year, in another twist of fate, the pair were offered a pop-up retail space in Malibu. “The concept was to have some florals but to show more of our design point of view,” says Woods. Pretend Malibu’s handpicked curation of treasures, including art by Max Jansons, glassware by Shun Kumagai and jewelry bySo, when a space came up in a historic Old Hollywood building in which to house their blossoming design business, they jumped on it.
With the space now ready to receive guests, they will be hosting on Saturday the first in what they hope will be a series of intimate events–starting with friends Rick Van Streain Low and Malu Byrne, cofounders of the New York-based jewelry line En Studio. They will also be hosting private appointments on Friday and Sunday, which can be requested
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