Environment Furniture executives Davide Berruto and Camilla Trigano announced a new made-in-America brand collective called SHELTER HALF. This concept comes to life in a temporary marketplace housed in a 4,200-square-foot space in the new La Brea design district in Los Angeles. Founded on the principles of conscious commerce, collaboration, and American-made products, SHELTER HALF features a curated collection of brands, artists and craftsmen and opened on December 8, 2011.
“The idea came from wanting to build a community around products made in America, and there was a desire to do something fun and new,” says Davide Berruto, Environment Furniture CEO and co-founder of Shelter Half. “The spirit is kind of alive and evolving, and it will change with everybody bringing not just merchandise but ideas to the table.”
SHELTER HALF was named after two symbols of collective action: the shelter canvases soldiersteam up to make into a tent and the famous Tacoma coffeehouse, founded in 1968, where civilians and soldiers came together over cheap dinners and lively conversation. In this spirit, SHELTER HALF is part showroom, part salon. A place for both shopping and lounging, the pop-up space has a coffee corner and will host open-to-the-public events like movie and music nights, cooking showcases, roundtables and more.
Products range from fashion to photography and ceramics to books, and the inspired selection of participants interacts with the space in their own creative ways. NYC-based men’s retailer Save Khaki will create its area around SHELTER HALF’s namesake canvas, and iconic Santa Monica bookstore Arcana will showcase a special eye-on-America book collection. Environment Furniture’s home goods are the beautifully comfortable backdrop of the showroom, including the brand’s signature sofas in reclaimed army tent. The Playlist Generation is creating a SHELTERHALF playlist, and other participants include cultural heavy-hitters like M+B, Kalon Studios, RTH and Commune Design.
“It’s a chance for brands with different products but similar inspiration to partner and mix different worlds,” says Camilla Trigano, Environment Furniture director of marketing and co-founder of Shelter Half.
161 S. La Brea Avenue Los Angeles, CA 90036
Marketplace Hours: Daily 11am-7pm
Through February 28, 2012