Aaron Brothers, West Hollywood, Calif.

Aaron Brothers has launched its new prototype, opening a store in West Hollywood, Calif. (and another in Woodland Hills). The new format, designed Chute Gerdeman, Columbus, Ohio, is hip, urban and creative, providing an experience that inspires artistic expression. The ambiance is that of an urban artist’s loft, with polished concrete floors, fixtures on industrial-style wheels and hand-hewn qualities.

The store includes a do-it-yourself Framing Workshop, a space where customers can bring in their artwork and then choose a frame, a mat and assemble everything on-site. Clever communications guide customers step-by-step through the process, even offering a “Use Our Wall” area to imagine and compose frame groupings that can be recreated at home. A Custom Framing Studio offers private consultation areas and a window into the professional frame shop, where customers can watch their art being framed by Aaron Brothers’ experts. A lounge offers a comfortable spot to wait or digitally browse the entire selection of frames.

A new Art District area offers everything artists might need for their studios, and features a Brush Bar, where brushes are organized according to paint type (watercolor, oil and acrylic). A southern California-inspired wall mural is a colorful backdrop to the Brush Bar. A series of murals were created that depict famous landmarks of different California regions to give stores a local flavor.

To encourage interaction and experimentation in the space, an Art Bar provides the perfect stage for local artists to share techniques with customers.

“Aaron Brothers prides itself on inspiring artistic expression,” said Chute Gerdeman president Brian Shafley. “This new prototype builds on that, encouraging artists of all styles, ages and persuasions to pursue their passion.”


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