Shaheen Sadeghi
The
LAB and The Camp anti-malls creator is no kid; he just
thinks like one.
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any might think that Shaheen Sadeghi, developer of
The truth is that the 20-something-year-old-acting 48 year
old formed his current retailing vision during almost three decades in the
fashion and retail industry. In fact, the gritty and urban LAB and the organic,
action sports-oriented Camp are the product of a career that has evolved along
with the American youth culture it serves.
Sadeghi grew up in the college town of
Apparently, it was also an inspiring time, as Sadeghi got his
degree and began working with top designers making dresses worth thousands for
celebrity clients. With 1977 came the New York Designers Award and for the next
two years Sadeghi was living his dream. At least he thought he was.
In 1979 Sadeghi got an offer to revamp the line of then-giant
women’s wear company Catalina. What made the offer so attractive, says Sadeghi,
was that much of the work involved travel to
Another, more subtle, shift was taking place in Sadeghi’s
life. The move to Jantzen’s also meant moving from women’s wear to men’s
sportswear, though admittedly the sports in question were fairly sophisticated
– tennis, racquetball, golf. But by 1988, Sadeghi
would take the plunge into surf, with a move to relative newcomer Gotcha. It
was a company almost the polar opposite of Jantzen’s, which was owned by one of
the country’s largest clothing companies. “Suddenly I went from a corporate
suit and tie and an office in downtown
The beach culture market was taking off and by 1990 Sadeghi
found himself co-president of Quiksilver, alongside founder Bob McKnight.
Then, two dramatic things happened. “I read that a lot of
malls were kicking teenagers out because they didn’t think they were spending
money,” says Sadeghi. “I just chuckled because I had spent the last 10 years
selling [teens] a lot of product.” In Sadeghi’s view, mainstream
The second thing that happened was a whole lot of
bankruptcies and buyouts, especially in
From there, the plan for the first anti-mall was laid. One of
the major factors in his vision, says Sadeghi, was the social aspect of retail.
Retailing, according to Sadeghi, is not just about selling someone a product,
or, it shouldn’t be. It also has to do with meeting people, watching people and
being watched. “The whole experience is really important,” says Sadeghi, “And I
think most retailers in mini-malls and strip malls have forgotten that.”
So Sadeghi created an environment that was anything but
vanilla and homogenized, from the businesses to the landscaping. “We had a
chance to bring a Starbucks into The LAB but we went with The Gypsy Den
instead, and now, 10 years later, I think it was the right decision,” says
Sadeghi.
The success of The LAB fueled the genesis of The CAMP. While The LAB is geared toward the fashion-,
urban- and hip-minded set, The CAMP is going after the nature and action sports
crowd. Think surf, skate, snow, climbing, kayaking. But the lines between the
two are not as clear as once thought, says Sadeghi. “The age factor is getting
fuzzier,” he says. What was once Gen X, Gen Y and the baby boomers, neatly
compartmentalized and separated by cultural rifts, is now becoming one mindset.
“Today, whether you’re 45, 35, or a teen, you all go snowboarding and probably
wear close to the same thing,” says Sadeghi. “It’s not like the 25 year old who
has been going to The LAB, turned 35, and suddenly said, ‘I’m outta here.’
Every one wants to be hip now.”
Sadeghi says The LAB is coming off its best year ever and has
a very loyal following. The CAMP is also catching on, though it is still less
than a year old. But Sadeghi is confident; he’s read the cultural revolutions
correctly so far. “I really feel like we were 10 years ahead of the curve,” he
says. “Every ad coming out of Madison Avenue for the past few years is going
after the hip culture. Corporate
So look for corporate
The Q & A
Who are your heroes? My parents, particularly my mom.
Here is a woman, foreign born, who raised three kids in a new country, learned
the language and got her Ph.D. without missing a home-cooked meal, and went on
to become a top educator.
Whom in business do you
admire? Entrepreneurs who go
against the grain and create outside of the box, like George Lucas and his
non-Hollywood approach. On a recent visit to his ranch outside of
If you could have been
something else in life, what would it have been? I’m happiest when I’m in the creative process – fashion,
architecture, environments, etc. I wouldn’t change much – perhaps being able to
do this on a bigger canvas.
What are your passions? My biggest passion is traveling and exploring the world with
my boys. I also get pretty emotional around classic cars. And my Pavorotti CD
full blast on Sunday morning.
What is your favorite
movie of all time? Cinema
Paradiso.
What future technology
do you see changing the world? I’m not
convinced technology will change the world for the better, perhaps only create more
convenience. We have enough technology to destroy the entire planet. I believe
there’s much more power in each person considering him or herself as a global
citizen with worldly responsibilities, ignoring geographical, political and
religious borders.
What did you want to be
when you grew up? A rock
star. I played in bands and gigs throughout high school and college. It
wasn’t meant to be, though. Just as well; my wife never would have spoken to
me.
To what animal do you
most relate? An eagle,
for a better view. A cheetah for survival.
Of what accomplishment
are you most proud? That would be my kids:
Sebastian, age seven; Nikolai, age five; Dominic, age three.
What is the most
beautiful place you’ve ever seen? The world
is full of magical places: Cesky Kremlov in the
Where would you most
like to visit but haven’t? I’m waiting for an
affordable ticket to the moon.
What is your life’s
motto? Life is like a hotel: eventually we all
have to check out. Most people are worried about what floor they’re on.þ