The Image Photo Booth at the James Perse Summer Keg Party

The concept of the new James Perse store in the Malibu Lumber Yard complex is beach house, but to help bring in a crowd for its May 30 opening party, it employed two other magnetic summer-themed words: keg party.

Of course, this being Malibu, and the store being a more high-end than, say, your typical frat house, there were plenty of custom touches: The kegs were clad in cozies, and the stores graphics were everywhere from the beach chairs to the ice cream cart that served up dessert. The crowd? It was definitely relaxed.

Pictured: Actress Mischa Barton (“The O.C.”). (Jay L. Clendenin / Los Angeles Times)

Sept. 16, 2014 2:07 PM PT

Los Angeles designer James Perse tried out his own party favor, a beer bong. (Jay L. Clendenin / Los Angeles Times)

Steven Cojocaru at James Perse summer keg party

Fashion critic Steven “Cojo” Cojocaru. (Jay L. Clendenin / Los Angeles Times)

Debbie Matenopoulos, Jessica Meisels at James Perse summer keg party

Debbie Matenopoulos (E!’s “Daily 10”), left and Jessica Meisels. (Jay L. Clendenin / Los Angeles Times)

Rachel Perse dogs at brother James Perse summer keg party

Brussels Griffons dogs Billy, left, and Teddy accompanied Rachel Perse, sister of the designer. (Jay L. Clendenin / Los Angeles Times)

Dan Cortese at James Perse summer keg party

Actor Dan Cortese (“Surviving Suburbia”), does his “Karate Kid” impression. (Jay L. Clendenin / Los Angeles Times)

Tracy Underwood and Jenny Fritz at James Perse summer keg party

Tracy Underwood, left, and Jenny Fritz, both of West Hollywood. (Jay L. Clendenin / Los Angeles Times)

Robert Buckley at James Perse summer keg party

Actor Robert Buckley (“Privileged,” “Lipstick Jungle”). (Jay L. Clendenin / Los Angeles Times)

Dmitri Linch at the James Perse summer keg party

Dmitri Linch, 8, of Malibu, who came to the party with his parents, finishes a cupcake from Crumbs Bake Shop. (Jay L. Clendenin / Los Angeles Times)

Lori Heuring at the James Perse summer keg party

Lori Heuring of Beverly Hills. (Jay L. Clendenin / Los Angeles Times)

Kimberly Ovitz and Nigel Meiojas at the James Perse summer keg party

Designer Kimberly Ovitz and her boyfriend, Nigel Meiojas. (Jay L. Clendenin / Los Angeles Times)

Marc Levin at the James Perse summer keg party

Marc Levin of Malibu. (Jay L. Clendenin / Los Angeles Times)

Mary Alice Haney and Maeve Quinlan at James Perse summer keg party

Mary Alice Haney, left, of Pacific Palisades and Maeve Quinlan of Malibu. (Jay L. Clendenin / Los Angeles Times)

Karen Wong at James Perse summer keg party

Karen Wong of Earlz Grill in Los Angeles. (Jay L. Clendenin / Los Angeles Times)

Anyela Medina at James Perse summer keg party

Anyela Medina of Santa Monica, who on May 30 was due to have a baby in two weeks. (Jay L. Clendenin / Los Angeles Times)

Paul Rusconi at James Perse summer keg party

Paul Rusconi of Malibu. (Jay L. Clendenin / Los Angeles Times)

Lori Sottosanti at James Perse summer keg party

Lori Sottosanti of Beverly Hills. (Jay L. Clendenin / Los Angeles Times)

Arlington Forbes and Jac Forbes at James Perse summer keg party

Arlington Forbes and his wife, Jac, own Canvas Gallery in Malibu. (Jay L. Clendenin / Los Angeles Times)

Bizzy Jenkins and dog Stanley at James Perse summer keg party

Bizzy Jenkins of New York City with his pit bull Stanley. (Jay L. Clendenin / Los Angeles Times)

Chris Talbott and Allie Talbott with son Nico at James Perse summer keg party

Chris and Allie Talbott of Santa Monica with their son Nico, 20 months. (Jay L. Clendenin / Los Angeles Times)

Joe Fournier at James Perse summer keg party

Joe Fournier, visiting from London. (Jay L. Clendenin / Los Angeles Times)

Amir Kamyab left and Rudy Bustamante at James Perse summer keg party

Rudy Bustamante, right, helps friend Amir Kamyab test the James Perse store-opening party favor, a custom beer bong, complete with release valve. They traveled from West Hollywood to Malibu for the Summer Keg Party. (Jay L. Clendenin / Los Angeles Times)