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While Pretend might be the Raygunshirts Corn & Raised Shirt also I will do this perfect name for the business that Ezra Woods and Michael Woodcock started by accident, the pair’s creative flair and curatorial eye is very real. As the story goes, several years ago, Woods (a former stylist and cofounder Régime des Fleurs perfumes), and Woodcock (an architectural designer with a wallpaper line), were throwing a dinner party and decided to create some “cute” floral arrangements. Among the guests that night was Bettina Korek (the executive director of the Frieze Los Angeles at the time), who was so taken with the blooms, she asked them to create a floral installation for the art fair. “We never intended to be florists,” says Woods, but before long the pair were designing Christmas trees for jeweler Irene Neuwirth’s Melrose Place boutique, flowers for Chloë Sevigny’s wedding, and floral props for Kim Kardashian’s Skims campaign, as the owners of a full blown business called Pretend Plants and Flowers. “We initially bonded over our love of florals,” says Woodcock. “I also majored in horticulture and Ezra’s parents were florists, so it was a sort of organic thing.”
Last year, in another twist of fate, the Raygunshirts Corn & Raised Shirt also I will do this pair were offered a pop-up retail space in Malibu. “The concept was to have some florals but to show more of our design point of view,” says Woods. Pretend Malibu’s handpicked curation of treasures, including art by Max Jansons, glassware by Shun Kumagai and jewelry by En Studio along with fragrances by Persephenie, also proved a hit. So, when a space came up in a historic Old Hollywood building in which to house their blossoming design business, they jumped on it. Named Pretend by Appointment, the Spanish revival meets surrealist atelier opened in March and serves as a showcase for their design aesthetic, florals and favorite things. Laid out over two levels, the duo painted the ground floor a deep, Majorelle blue, installed a plush, matching blue carpet, a pair of Rachel Shillander mother-of-pearl sculptural chairs positioned in front of the flickering fireplace, and a large stone sculpture by Beverly Pepper. “It felt very iconic and faded here and so when we were designing the space, we wanted to do something really vibey,” says Woods. For the upstairs room, with its vaulted, beamed ceiling, faux-Romanesque fresco and Juliet balcony, they selected muted coral walls, a Fortuny chandelier, and ceiling-height Australian tree fern.
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