Ryans Virtual Design, Inc. was privileged to be the design architect of the new location for the Diamond Supply Retail Store in Los Angeles. The Brand has invaded Los Angeles in a major way. The popular apparel, footwear, and skateboard equipment brand celebrated the opening of its five thousand square foot LA Fairfax District Flagship store recently. With Diamond Supply’s exclusive special releases, the shop is no stranger to lines that wrap around the block or the unannounced pro-skater, artist, or athlete, stopping by to pick up the latest releases. Under Nick Tershay’s signature design and aesthetic, Diamond Supply Co. maintains a strong focus on delivering skateboarding goods with high integrity and matching quality, keeping true to its roots and remaining unchanged for over 17 years.


The Fairfax District is a small Midtown neighborhood with a long history as one of Los Angeles’ primary centers of Jewish culture. This district is emerging to become the new Melrose of retail innovation, hosting and eclectic mix of retail, entertainment, dining and art galleries and is often visited by entertainers and sports professionals alike. This energy inspires long lines of shoppers excited about getting the latest limited release gear and often creates such a social network buzz it can shut the street down. There have been several block parties where patrons will will set aside areas of the street and enjoy the freedom of doing what they want how they want, a true block party.

In 2006, Diamond Supply Co. opened its first doors just a few doors down the block from this new location which was originally the famed Soloman’s bookstore and the Schwartz bakery. You can’t even talk about this area these days without mentioning the skating and street-wear culture that has become so prominent, its eclectic mix of old and new, Kosher delis and bakeries easily intermingled with several new street-wear shops.

Real estate experts say the change is part of the inevitable evolution of the Fairfax district, where the aging Jewish population has declined and a new generation of younger professionals has moved in. A blend of retail, entertainment, dining and mixed-use residential-commercial development is bringing new life to this avenue.

Ryans Virtual Designs (RVD) challenge was to transform this historic book store into a dynamic focus worthy of a Diamond Supply Flagship destination. RVD drew its inspiration from skate parks with multi-levels of retail shopping experience. The existing barrel vault ceiling lent itself to high ceilings and exposed structure.

The transformation presented many challenges with congested area parking and the increased square footage. RVD conducted extensive research reviewing record archives and communicating with previous architects dating back to the sixties many had retired or passed away. RVD uncovered documentation that supported a strong case for the mezzanine area to be presented to Design Review Board and Planning Department for approval. It developed into a long and methodical process that proved successful.

Highlighting the brick wall surfaces brings in the gritty vibe that the skater clientele community appreciates. Their signature diamond design is represented throughout the store from the concrete floating staircase with its slick metal railing that leads you up to the loft display area, to the company’s signature custom stained diamond patterned flooring and the custom styled diamond shaped furniture & fixtures in the signature color of tiffany blue. This unique design is a reflection of the Brands exclusive one of a kind, “Simplicity is Brilliance”. Diamond Supply Company Flagship Fairfax Store will become a new staple in the Los Angeles skate shop Mecca and a destination for locals and visiting guest.

8.0 Slide 18.1 Slide 2These are just a few photos of the renovation stages for you to enjoy.

Ryans Virtual Design, Inc.
217 West Alameda Avenue, #203
Burbank, CA 91502

Ryans Virtual Design allows clients to visualize their projects from concept to creation.

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