Shop Jay-Z & Beyoncé's Fave Futuristic Speakers, Eco Fashion, & More at Forum's First L.A. Store

Melrose Avenue is becoming quite the offline mecca for online brands. As mentioned, the latest to join the stylish West Hollywood shopping stretch is Forum, which officially opens today between fellow direct-to-consumer companies Mejuri and Indochino.

The store is powered by innovative retailer B8ta, which allows brands to track shoppers' in-store engagement at its tech-focused stores in Santa Monica, San Francisco, New York, and other locations across the globe. Similarly, Forum will refresh its shelves every few months, but instead it'll feature emerging DTC labels focused on modern design, sustainability, ethical manufacturing, and socially-conscious practice. Shoppers can also book 45-minute styling sessions online.

Forum is also teaming with the Council of Fashion Designers of America for a year-long partnership to bring a new cult-favorite talent to the space every two to three months, beginning with New York-based brand Nicholas K.'s edgy and eco-conscious womenswear.

As far as what's currently on offer, expect to find merch from a slew of L.A.- and Cali-based brands, including eco eyewear by Just Human, basics by Poplinen, embroidered tees by Neococo, men's staples by Tact & Stone, candles by Fvith, minimalist wallets by Breadband (which was co-founded by Dave Franco), playful-luxe pieces by A.M. Jewelry Studio and the Pretty Eclectic, and sleek jewelry by Daisenbear.

Photo: Danielle Directo-Meston/UncoverLA

Also on shelves from Stateside and international talents is stylish activewear and loungewear by Alala, menswear by W-Co, upcycled denim jackets by Remu Apparel, and comfy sweaters by Culk and Unemployed Denim. For gem lovers, expect fine jewelry made of cultured diamonds from London's Lark & Berry, crystal-infused creations by Popvibe, and timepieces by Allmies.

There's also footwear from They NY and Moral Code, playful bags by H-ology and Behno, minimalist carryalls Hærfest, inclusive underpinnings by Proclaim, lingerie by subscription-based brand Bootaybag, and sleep goods by Silked and Buki. Rounding out the beauty offerings is multifunctional skincare from Caldera + Lab and SPF by Brush On Block. Tech aficionados will dig the futuristic speakers by Devialet (which are beloved — and backed — by Jay-Z and Beyoncé) and Cotodama and smart art frames by Meural.

The dressing rooms are just as cool as the inventory around it. Step inside with your merch and a touch screen will automatically detect the exact items in your hands, making it easier to request other colors or sizes or read more about the product and brand. A projector will display custom wall art specific to each brand you've chosen to try on in the space.

As for the rest of the store's walls, you can shop framed prints curated by Absolut Art, while artist Nathan Bell has also decked out the boutique with his wordy monochrome works.

The shop will also host in-store happenings, including this Saturday, Nov. 16 to fête They NY's launch. Swing by from 12 to 7 p.m. for free flash tattoos (read: tiny but permanent!) by Chris Sullivan with every purchase and meet the brand's cool founders.

Scroll through the photo galleries above for more inside the smart shop, then see below for the address and hours.

Forum, 8406 Melrose Ave., West Hollywood, 90069; open 11 a.m. to 7 p.m. daily