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in-house test kitchen. (Sweetgreen’s headquarters are located in the development too.) At Reformation, shoppers who prefer not to sort through racks of clothes can order styles from touch screens installed throughout the boutique. Fishbein and Miller also set aside spaces for short-term pop-ups, which online surfboard maker Salt Surf and event producer Spring Street Social Society have used as launching pads to physical retail. “We thought we knew who our customer [would be], but there was no way to know until we opened,” says Fishbein. “The pop-ups allow this period of discovery to continue.”

Fishbein and Miller have also given visitors plenty to post about online. They commissioned L.A. artist Jen Stark to paint an 80-foothigh mural on one of Platform’s buildings, and a #HELLOPLATFORM sign greets customers as they arrive. Brightly colored tables and chairs sit outside the low-rise buildings, and a playlist featuring artists such

Stay awhileThe founders of Spring Street Social Society use their pop-up, above, to showcase products from their favorite artisans. Visitors to the boutique, called Stay, can browse the store’s handmade goods—or take advantage of the couches, chairs, and free Wi-fi.

Coast to coastDevelopers Joey Miller, far left, and David Fishbein have opened Platform to East Coast companies, such as Salt Surf, above, and Brooklyn-based clothing store Bird, right.