We went to the official launch party of Site LA earlier this week in Silver Lake. What is Site LA, you ask? According to their website:

The way I see it, Quiksilver has been losing market share in the Eastside hipster artsy crowd for a long time now. In an attempt to revamp their image for the upcoming new women’s line, they decided to sponsor four local up-and-coming female artists and give them their own exhibition space right in the heart of hipster-land, Silver Lake. Uh huh. I don’t know if this will work out the way Quiksilver plans out to, though. I think in a nutshell, the furnishing of Site LA basically sums up their level of effort in understanding their demographics: the Eames bookshelves and George Nelson Bubble Lamps from Modernica are a nice touch, however, you can tell that the lamps were just shoddily hung by folks who have no pride in their trade and probably don’t understand their value. The Eames bookshelf is basically used as a divider between the basin and the exhibition area. Don’t get me wrong, I adore mid-century modern furniture, and these are one of the most iconic mid-century modern furniture there is out there. In fact, the Eames bookshelves and the Bubble Lamps are what I have at home, bought from the last Modernica warehouse sale. It feels like Quiksilver is spending money on the whole project without really understanding the lifestyle of the people they are trying to target, thus missing the mark. Nonetheless, if the four struggling artists will be able to get some help to launch their career, I suppose it’s not all for naught. I didn’t really see much artwork at the event, and it’s basically impossible to appreciate the little that they have on display anyway with the crowd there. I will come back on a different day to take a second look.
It’s funny how free beer and food draw the hipster crowd out. Case in point:



Site LA
2522 Sunset Blvd
Los Angeles, CA 90026
Open Wednesdays to Saturdays, 1pm to 6pm
http://sitela.org