West Hollywood, Los Angeles’s Paul Smith store first opened its doors in 2005 where its punchy bubble gum–pink facade has become an Instagram pilgrimage site. In October, it reopened with revamped interiors as part of a collaborative effort by local architecture firm Standard Architecture and Paul Smith’s design team.

The store’s original design was influenced by Mexican architect Luis Barragán’s work, leading British fashion designer Paul Smith to set this Melrose Avenue location apart with the famed facade. The simple rectangular shape of the original 1938 structure holds the bold color nicely along the busy California urban landscape. Although people say, “Don’t judge a book by its cover,” it’s safe to say that this exterior provides the perfect introduction to Paul Smith’s work inside.

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