With Kodak Black's "HollyHood" playing in the background, Drake's OVO label invites viewers into the collective's newly opened Los Angeles flagship store. It features an open-concept design, with shelving and display units stocked with OVO merchandise, including recent collaborations with Jordan Brand. It's a barren space with whitewashed walls, occupied only by highly covetable items and an owl logo behind the register. It doesn't look like much, but store appearances come secondary to the things that matter most to the brand.

OVO LA Flagship 130 N. La Brea Ave. Los Angeles, CA 90036 USA

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