BY JULIA LU
When Bradford Shellhammer launched the new online retailer Bezar last month, he had two things in mind: to sell things that people have never seen before, and to champion design for a younger audience. Bezar, a place on the words "bizarre" and "bazaar", is a combination of both referents, offering a diverse marketplace of offbeat, colorful products that aim to "bridge the gap between people who aren't buying luxury goods but want really interesting things in their home, and people who are making cool things that are authentic and don't cost a million dollars," says Shellhammer, who previously confounded Fab.com in 2011. "There's nothing that's showing how real people live, which is a mix of special things that you save up little bit more money for, and the high end things, and then the more affordable things that you pick up at the flea market." While seemingly similar to his former venture, Bezar promises to distinguish itself with a pop-up sales model that introduces four new designers every day in one of four categories: Art, House, Jewelry, and Accessories. The collections are specially surged by an in-house team with an eye for emerging designers, new collections from established gurus, and products imbued with a colorful, happy energy—what Shellhammer refers to as an "unapologetic optimism." The site's back-catalog of products, called Additional Offerings, include select items with color options exclusive to Bezar, including the Flos Kelvin lamp in a bright pink twist (shown here) that's set to launch this month. By "color-bombing" some of the most iconic products in design, Shellhammer says he hopes to breath new life into classics.