• West Hollywood, CA
  • Specialty retail

Glam Seamless opens its first store in Los Angeles.


Glam Seamless is a prominent hair extension brand with a strong online presence and a New York salon and flagship store. Looking to expand their reach, the brand came to MG2 with plans to open a second location in West Hollywood. Our goal was to build a salon and retail space that remains true to the Glam Seamless aesthetic, allows them to offer in-person services to their LA clientele, and supports content creation for their social media channels and e-commerce platforms.


Glam Seamless hired MG2 to collaborate on concept development, store design & project management of build out for its second salon location. Deliverables included creative ideation and design direction as well as all production sourcing and build-out management including but not limited to: signage, custom fabrication, and sourced FF&E and decor. MG2 worked closely with the Glam Seamless team to understand the merchandising and operational needs to be considered in all custom designs.


The MG2 team’s design delivered a luxurious and intimate 2,000-square-foot West Hollywood salon-cum-retail location with key zones, including a retail and reception room, a four-station salon and beauty bar, and a private salon. These spaces have been designed to facilitate a wide spectrum of interactions, including self-guided shopping, hair extension consultations and treatments – all with an Instagrammable backdrop for live streams. Glam Seamless’ founder, Alexandra Cristin, aims for the space to provide guests with a full beauty care solution all in one location by offering a culmination of beauty services, products, and partnering with other women-owned beauty brands.

The Los Angeles salon (as featured in Beauty Independent) was designed with unique qualities to the space while keeping a level of cohesion aligning with the New York space. A locally-inspired color palette of soft pinks and warm peaches provides a light and luxurious consistency throughout the space, while an arch motif was carried over from the original salon and serves as a brand identifier. These light and mellow elements felt true to Los Angeles while maintaining an authentic brand aesthetic.