Outlandish, a new retail concept that combines e-commerce and in-person shopping, will open on November 1 at 1228 Third Street Promenade in Santa Monica. 

According to Santa Monica Daily Press, the store will feature 20 live-streaming booths where businesses and online content creators can sell products to a global audience while maintaining in-store inventory for local purchases.

CEO and Creative Director William August is bringing this hybrid model to the U.S. market, leveraging his experience in China’s social media. August, who built a following of over 3 million across various Chinese platforms, previously worked with major brands like Starbucks and FedEx to grow their Chinese media presence.

The concept allows brands to sell globally through livestreams or offer in-person retail experiences. 

Outlandish provides both space and operational services for this dual approach. The store hosts a variety of brands, including health and wellness company Goli Nutrition, FHI Heat hair care products, Nature Spell skincare, and established names like Crocs footwear.

Creators and businesses can rent livestreaming booths hourly, typically for 3-4 hour streams. This setup enables them to engage with online viewers and in-store shoppers simultaneously.

Santa Monica city officials view Outlandish as a positive addition to the Promenade. 

David Martin, Director of Community Development, credits the City Council’s direction on embracing “more creative, different types of uses” for facilitating the store’s approval.

“We’re home to a diverse array of businesses, and we have traditional retail and restaurants and cool experiences, but this is something that’s completely unique. It does feel like the future,” said Downtown Santa Monica, Inc. CEO Andrew Thomas, in a statement.

August chose the Santa Monica location over alternatives like Melrose Avenue, citing the Promenade’s higher foot traffic and tourist appeal. He aims to create an engaging environment where customers can interact with live streams, explore products in person, and potentially meet their favorite creators.