Shop Your Way Through White Linens and Coastal Colors at This Decor Brand’s New Location
Written By and Photographed By: Kandace Cornell Serena & Lily Design Shop Palisades Village
The newest outpost of the beloved coastal California home decor brand, Serena & Lily, opened doors today, setting up shop at its new address in Pacific Palisades. Take a sneak peek inside the collection’s ninth brick-and-mortar location, which houses its latest selection of plush bedding, cozy furnishings and coastal accessories.
Nestled inside a [very on-brand] white clapboard cottage, the design shop is fully equipped for custom orders—a real-life version of its classic catalog—complete with a fabric swatch wall, headboard garage and nook of carpet samples.
Within the airy-white space and cool color palette of coastal blues, shoppers can peruse a hand-picked assortment of furnishing displays, featuring rustic farm tables, crisp bedding in seaside patterns and iridescent shell-flecked lamps. An eclectic sprinkling of beachy accessories, coffee table books and kitchen goods—like linen napkins and wooden cheese boards—round out the limited collection of pieces available for in-store purchase.
“A key [aesthetic] strategy for the Serena & Lily brand is mixing materials…like linen and sateen,” says Jennifer Crowley, director of public relations and marketing at Serena & Lily. “[Another] really big trend for us is blurring the line between indoor and outdoor. You can put a beautiful, upholstered teak couch outside that really will withstand the elements, or you can also have it indoors.”
Initially conceived as an upscale nursery collection, Crowley says the brand has evolved from focusing solely on sophisticated child spaces, to incorporating a broader inventory of items for the full home.
“It’s all about texture,” she adds. “Before, I would say we were much more about color and pattern, whereas now it’s really about mixing materials and adding embroidery and special details.”
“Nine little snowflakes” is an affectionate term, coined by the staff, referring to the individual shops, scattered all across the country—none of which are exactly alike. Aiming to reflect the unique environment of its geographic location, each store incorporates a carefully curated selection of pieces on display.
The Pacific Palisades shop is a welcomed addition to the newly-revealed, upscale, outdoor retail oasis, Palisades Village, which officially opened to the public in September. Designed by Rick Caruso, the visionary developer behind other Los Angeles shopping meccas like The Grove and The Americana, the 125,000 square-foot new-build boasts a smattering of luxurious dining destinations, and an array of perennial fashion favorites—from Chanel, A.L.C, Vince and Cynthia Rowley to boutique brands like Cuyana and Anine Bing.
“What I love most about this specific store location is that it really does replicate a home,” Crowley says. “When customers walk in and say ‘I want to live here!’—it’s the biggest compliment, and that’s really the feeling that we want to give people.”
Serena & Lily
1067 N Swarthmore Ave
Pacific Palisades, CA 90272
15225 Palisades Village Ln
Pacific Palisades, CA 90272