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H.D. Buttercup's Santa Monica pop-up goes for 'beachy' furnishings

H.D. Buttercup's Santa Monica pop-up goes for 'beachy' furnishings
The new H.D. Buttercup pop-up showroom is in Santa Monica by Fred Segal. (Casey Rodgers)

With its supply of pale woods, gold accents and Scandinavian-inspired designs, the new H.D. Buttercup pop-up store fits right into its sun-drenched Santa Monica neighborhood.

"We refined it to suit Santa Monica," says H.D. Buttercup Creative Director Heather Ashton. "We wanted to make it feel a little less serious and more beachy."

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The showroom, which opened July 30 in the former Fred Segal space, is divided into engaging lifestyle sections: Made in L.A., masculine furnishings, small spaces, European, Italian Modernism, Midcentury Modern and modern. It's an accessible layout that's less overwhelming than H.D. Buttercup's cavernous showrooms in Orange County, Culver City and San Francisco.

Everything in the store is cash-and-carry, so if you are desperate for a concrete dining table ($1,195), midcentury Draper club chair ($950), zigzag ottoman ($295) or glass pendant lamp ($75), you can pick one out and take it home with you. Customers also have the option to schedule a local delivery or use expedited white-glove delivery. And if you don't want to buy the item directly from the showroom floor, all of the products are stocked in the store's distribution center.

In addition to furnishings, the store carries contemporary linens by Coyuchi, John Robshaw and Bella Notte, as well as inexpensive foutas, artisan candles and succulent planters by Big Red Sun. A separate rug studio includes everything from cotton throws to antique Persian rugs. Many are attractively priced. On a recent visit, there were several 5-by-8-foot rugs available for $299.

Ashton says the furnishings will change from month to month. "We try to be fashion forward. We want shopping to be fun. Our stores have personality and a point of view."

With each H.D. Buttercup store reflecting an identity based on its geography, it will be interesting to see the concept for the next showroom when it opens in downtown L.A.'s arts district this fall.

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H.D. Buttercup pop-up

Where: 500 Broadway, Santa Monica (at Umami Burger)

When: 10 a.m. to 7 p.m. Mondays through Saturdays, 11 a.m. to 6 p.m. Sundays. Free parking.

Info: (310) 566-3086; www.hdbuttercup.com

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