The Los Angeles County Museum of Art (LACMA) has announced a partnership with the high-end grocery chain Erewhon to open a café within its new Peter Zumthor-designed building, the David Geffen Galleries. Scheduled to open to the public on May 4, the outpost will be located in the W.M. Keck Plaza and will offer the brand's signature organic snacks and viral $20-plus smoothies. The collaboration is currently framed as a seasonal residency lasting through the summer.
This partnership highlights the increasing intersection of luxury lifestyle brands and major cultural institutions as museums seek to enhance the visitor experience and capitalize on local cultural trends. By bringing in a polarizing yet iconic Los Angeles brand like Erewhon, LACMA is positioning its long-awaited expansion as a lifestyle destination that blends high art with the city's specific wellness and celebrity culture.