North County now has its own M-Theory Music store. The Mission Hills-based record shop recently held a soft opening for its new location at Flower Hill Promenade in Del Mar (2720 Via de la Valle) and will have its official grand opening on July 12.
Initially, M-Theory was simply looking to enlarge its Mission Hills store, but as general manager Rick Tyner explains in an email, the offer to move into Del Mar was too good to pass up.
"We have been working to expand the Mission Hills location for the last year or so, but this second location was a unique opportunity [that] Flower Hill in Del Mar offered to us," Tyner says. "Considering the Mission Hills expansion was moving slower than hoped, we decided to go for it. It's a smaller space, but it's super cool.
"It's been refreshing to start with a blank canvas," he adds. "I'm hoping to have a place for a lot of our North County customers, who travel all the way to Mission Hills, to save some gas money as well as introduce a lot of new customers to the joys of records."
Tyner says the new M-Theory will carry a similar inventory as the Mission Hills store, but, because it's smaller, will be heavily focused on vinyl. The new shop is part of a cluster of independent businesses in the shopping center called The Row Collective, which is geared toward a younger demographic. The unique grouping of businesses in the collective— which also includes A Ship in the Woods, Mr. B's Luminaries and Studio Penny Lane—has given M- Theory the freedom to get creative with its space.
"It's really cool what Flower Hill has offered to us here," Tyner says. "We came in like the punk-ass kids we are and first thing, put up a crazy, colorful mural by Celeste Byers, who did our mural in Mission Hills. I still can't believe they let us do it."
M-Theory Del Mar's grand opening party will feature performances by Island Boy and Ditches.