It was scheduled to be something special: A living 150-year-old olive tree in Spain would ceremonially open the first U.S. flagship of OLIVE TREE PEOPLE at 1335 Abbot Kinney Boulevard. As the crowd gathered on August 27 around 10:30 a.m., founder Thomas Lommel welcomed his guests to listen to the tree’s live frequency as olive leaves were sprinkled down from the roof. Waterless beauty is the fastest-growing sector in the beauty industry, and OLIVE TREE PEOPLE is the fastest-growing company in waterless beauty—and now the brand’s U.S. flagship has put down roots on “The Coolest Block in America.”
“Can you imagine what that is?” asked Lommel, as visitors walked through the doors and gazed at the architecture of the product shelves, which appear like cathedral arches.
“These are our trees,” he explained. “We didn’t want to bring in real trees, so we created these beautiful sculptures. When I’m in the forest, it feels like a cathedral. And what is important when it comes to trees? Soil. For that reason, we brought in 45,000 pounds of soil from Spain and L.A., which has been combined through ancient rammed-earth construction.” . . .
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Jessica Koslow 