In brief: Paloma Wool has opened its first Los Angeles store at 8410 Melrose Avenue, the fourth permanent space of Paloma Lanna's Barcelona project. Interiors by Max Milà and an opening turned into an artist's performance with Carlota Guerrero: the Retail Theatre, a fitting room streamed live to the street.

Some shops sell clothes and some shops tell a vision of the world. Paloma Wool, the project that Paloma Lanna has grown from Barcelona across fashion, photography and art, has always belonged to the second kind, and its arrival in Los Angeles confirms it: the store that opened on Thursday 18 June at 8410 Melrose Avenue is the brand's fourth permanent space after Barcelona, London and New York, and the second in the United States.

The space, roughly two hundred and thirty square metres designed by Max Milà, plays with the city's light: exposed white trusses, skylights, curved walls of backlit translucent panels that turn the interior into a luminous box, and at its centre a black-stained oak volume with oversized lacquered drawers where the garments are displayed sparingly, as in a gallery. On sale is the brand's complete world: ready-to-wear, footwear, bags, the special projects and the new menswear line.

The real twist, though, was the opening. To celebrate the launch the brand staged Retail Theatre, an installation conceived by artist Carlota Guerrero: a theatrical fitting room connected to the street through two live cameras, openly inspired by the Hollywood culture of celebrity overexposure. Anyone trying on a garment became, for a few minutes, the show in the window: it is hard to imagine a more fitting way to introduce yourself to Los Angeles.

From the brand's official profile, the story of the performance:

For anyone unfamiliar, some context: born in Barcelona around Paloma Lanna's vision, the project has always treated clothes as a pretext for building a world, moving between photography, art objects and collaborations with artists, and its growth has come more from the loyalty of its community than from marketing. Every store, from London to New York, has been conceived as an exhibition space before a point of sale, and Los Angeles takes that logic to its furthest conclusion.

With a community that on Instagram tops 870,000 followers and a network of shops built without haste, city after city, Paloma Wool is proof that research fashion can grow while staying faithful to its own imagination. Melrose Avenue, which has seen plenty of names come and go, has just gained one of its liveliest windows: and this time, quite literally, live.