The West Hollywood Design District has partnered with Parachute Market to produce an outdoor marketplace reminiscent of classic European street fairs, bringing the Eastside design community to meet the Westside, in the heart of the West Hollywood Design District. The event will occur on April 30th, 2016, on North Almont Drive between Melrose Avenue and Santa Monica Boulevard. The annual design fair will honor two historic and influential design movements of Southern California: European inspired Hollywood glamour and California Modernism.
Founder & Creative Director, Coryander Friend, has given each edition of the fair a thematic concept around which the show is developed, curating the space alongside the exhibitors. Friend is a set designer and curator, who has worked in the film and television business for the past 16 years. She also consulted on interiors for private and corporate projects, collects vintage objects and furniture, and will be launching her own designs via Parachute Market in 2016.
The nomadic design fair was established in 2012. Past Parachute Market participants include Atelier De Troupe, Clare Vivier, JF Chen, Matin, Please Do Not Enter, Reform Gallery, The Window and more. Parachute Market began in 2013, and has produced half a dozen pop-up markets, making it an established curator of craft markets.
The sixth design fair is the first collaboration with the West Hollywood Design District. The fair will bring some of the best of the Eastside and Westside design community to the WHDD for a European-style street fair with California flavor, including environmental design, music, libations and food for seminal pairing of Los Angeles’ finest in design. A high concept deconstruction of the canopy or vendor stalls traditionally used at street fairs, translucent panels will float above the audience and vendors at East Meets West to create a cocoon for the experience of the fair.
“During a sea change within the design community in Los Angeles, I am excited to see a common language forming - there are less divisions between “good design” - and it is an opportune time to bring together makers and designers from all over Los Angeles to convene, bond, and present a sensibility that has pushed our city to center stage within the global design audience,” said Friend.
Friend has brought a thoughtful and conceptual focus via Parachute Market to discuss with the design community the history and current motivations for design in our contemporary culture. Friend pursues her passion for storytelling through visual space and cultural events. She has experimented with new ways of gathering the creative community in Los Angeles through her curation of six shows to date, which have gathered thousands of attendees, ample press, and exhibited hundreds of talented designers from Los Angeles and beyond.
For more information, please visit www.westhollywooddesigndistrict.com
