For years, Giorgio had been an important “destination” on the Rodeo Drive circuit. The brands popularity had increased to a point where the existing space was inadequate to display and retail the expanding product line of related “yellow and white” striped goods. The existing form, materials and pieces were critical in maintaining brand identity and somehow had to be re-introduced into the addition. Although the old form had to be demolished, the scheme for the new store plays with hose forms and the inversion of those forms and makes a two-bay system out of these rules. Major materials used were cement plaster for the exterior, Mankato stone for the floors (cut in an obscure Italian patter that Terragni frequently used) and backlit “snowflake” walls which were used to showcase specialty retail items.