Los Angeles is buzzing about the expansion of the Los Angeles County Museum of Art (LACMA), but there’s a twist that has people talking: smoothies. LACMA just announced a partnership with Erewhon, a high-end grocery store, to open a café inside its new David Geffen Galleries. Reactions online? Not everyone is thrilled.
The café will feature Erewhon’s popular organic smoothies, known for their celebrity collaborations and pricey tags. Instead of excitement, many critics are voicing concerns that this move doesn’t align with the museum’s mission to be accessible to the public.
“They should just make one out of tar from the tar pits,” joked one commenter, referencing a nearby attraction. Others were less sarcastic, expressing disappointment about the partnership. Comments like “overpriced mediocre food” and “this is not the place for an Erewhon!” reflect a growing frustration with the merging of elite wellness culture and public spaces.
This backlash highlights a significant tension in Los Angeles. The city has seen the rise of luxury wellness brands, and now they are stepping into spaces meant for the public. An Erewhon outpost at LACMA sits in the northeast pavilion on W.M. Keck Plaza—where visitors can sip drinks while admiring art, including Calder’s “Hello Girls” fountain. But for many, the price tag of these smoothies makes them feel excluded.
Erewhon has become more than just a grocery store; it’s a cultural phenomenon, often sparking debates about health, exclusivity, and the pricing of wellness. A recent study found that around 71% of people believe that wellness brands cater too much to the wealthy, further fueling the discussion around Erewhon’s new location at a public institution.
While the museum’s design and vision are groundbreaking, the collaboration with Erewhon raises questions. Who truly benefits? Will foot traffic increase from tourists simply looking to take selfies with their smoothies instead of engaging with art?
As LACMA moves forward with its expansion and this new café, it’s clear that the conversation about accessibility in public spaces isn’t over. As people flock to taste the latest creations from Erewhon, the museum must navigate how to remain a place for everyone.
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