DOWNTOWN LOS ANGELES — As the June Fashion Market opens today, visitors to the Cooper Design Space at 9th and Los Angeles will find a new visual treat.

An eclectic mix of video art projected inside the historic building's redone lobby now greets those headed to the showrooms and design studios upstairs.

"I've always been a big fan of visual art," building owner Steven Hirsh said last night during a party to unveil the new installation.

When it came time to redo the 1927 building's lobby, Hirsh looked for a way to integrate that art into the space. A friend introduced him to Venice-based creative studio Flux, and together they arrived at the vision for what now appears on the lobby wall.

Hirsh was clear on wanting art, not fashion. "He wanted to inspire people and do something really creative, but not have like runway stuff," said Jonathan Wells of Flux. "What we decided to do was have a combination of short films, music videos and photography showcases and have everything be very conceptual in nature."

The decision to use high-definition projections meant that Flux had to focus on finding new works. "We went to a lot of our existing artists and our relationships," Wells said, "but then we also went on the web and found certain photographers and approached them."

That search led to a diverse pool of artists. "There's one piece that's really beautiful that's from Peru," Wells said. "I just found it online. It's an HD piece and the guy was so excited to be a part of this."

Hirsh said that his lobby redo is part of a general trend to make the Fashion District more engaging. "At 9th and Los Angeles, at the Intersection, we represent really some of the best contemporary fashion in the world," Hirsh said. "In terms of what's available here, it's outstanding, and we compete internationally."

The video art will play whenever the building is open, typically weekdays from 9am to 6:30pm. Hirsh said he hopes to see the space host neighborhood events, including participating in the Downtown Art Walk.

At the end of the day, though, the Cooper's neighborhood is about fashion.

"We have more fashion per square foot than anywhere in the universe," Hirsh noted.