jeff guga architecture.
based in los angeles.

guga has been building things since 1997. Jeff Guga was formally with Frank O. Gehry and Associates for nine years and has also worked with Shawn Hausman Design and BAM Construction and Design. He holds a MasterÕs Degree in architecture and a bachelorÕs degree in finance, with honors in literature.

A small store located in a Japanese enclave in West Los Angles, between a noodle shop and a sister clothing store. Ultra rare and vintage tennis shoes are on display in a space designed to also work as a gallery. We were approached with the project about 60 days before the desired opening date, which the owner was able to keep, and given a very tight budget.

The idea for the trees came first, then a hole in the floor where they would go. We knew the front of the store would be all glass so you could see the trees and they could grow. We wanted the store to be completely visible on a busy street, day or night, both to cars passing by and to people walking, so the walls and floor are white and the space is intensely lit. The white also frames the trees and makes the space look larger than it is.

Fragmented mirrors mimic the faces of the leaves on the trees. The mirror wall further enlarges the space, presents the objects on display and shows each shoe in the round by reflecting its backside to the viewer.

The stones were very inexpensive but essential.

The furniture was made by Aaron in our studio's wood shop. The benches and sales desk are made of laminated birch plywood from China. You can sit on the benches, underneath the trees, and buy shoes.

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