The Facts
On October 5, 2026, the Los Angeles County Museum of Art (LACMA) announced a permanent, long-term partnership with Erewhon, a Certified B Corporation and organic retailer, to establish a presence on the museum's campus. To mark the collaboration, Erewhon introduced the Erewhon at LACMA Collection, inspired by Alexander Calder's fountain, "Three Quintains (Hello Girls)" (1964), located in front of the café. The capsule includes a sweatshirt, tote, and hat with hand-painted details, while the LACMA Smoothie—a blend of organic pineapple, mango, strawberry, mandarin, and lion's mane—debuted exclusively at Erewhon at LACMA. The limited-edition apparel is available at the LACMA Store in the David Geffen Galleries and online.
The Signal
The partnership reflects a growing trend among museums to diversify revenue streams through brand collaborations that extend beyond traditional retail. For LACMA, aligning with Erewhon positions the institution within the wellness and lifestyle sectors, potentially attracting new audiences who value organic and artful consumption. The Calder-inspired merchandise and smoothie offer collectors and visitors a tangible connection to a landmark sculpture, blending museum identity with commercial accessibility. This move signals an institutional strategy to embed commercial experiences into the campus visit, a model increasingly adopted by major museums to sustain programming amid fluctuating public funding.
- Artists: Alexander Calder
- Museums: Los Angeles County Museum of Art (LACMA)
- Locations: Los Angeles
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