Louis Vuitton is all set to make a splash again in Beverly Hills. After facing obstacles with their plans for a lavish hotel on Rodeo Drive a couple of years back, the owners of the Paris fashion house are back with a new proposal. This time, they’re aiming for a grand flagship store designed by architect Frank Gehry. The store is expected to be a showstopper, anchoring the north end of the iconic retail corridor.
The luxury goods stores on Rodeo Drive are upping their game, trying to outshine each other and capture the attention of shoppers. Louis Vuitton, owned by LVMH, is taking it to the next level with one of the largest stores on the strip. The store will not only house their products but also feature restaurants, rooftop gardens, and exhibition spaces. If all goes well with city approval, the store is set to open its doors in 2029, stretching from Rodeo Drive to Beverly Drive along South Santa Monica Boulevard.
Louis Vuitton has revealed that the new store will span 45,000 square feet on the retail side facing Rodeo Drive and an additional 55,000 square feet on the hospitality-focused side along Beverly Drive. The company promises a complete Louis Vuitton lifestyle experience for visitors, showcasing a wide range of products and unique client experiences. The store will have different sections dedicated to various product categories, with private spaces and a garden on the rooftop. Visitors entering from Beverly Boulevard can look forward to a cafe, exhibition spaces, a restaurant, and an open-air terrace. It seems like Louis Vuitton is pulling out all the stops to create a one-of-a-kind shopping experience for its patrons.
I’m not really sure why this matters, but Louis Vuitton has a history of promoting art and culture. In 2014, they opened the Fondation Louis Vuitton in Paris, designed by none other than Frank Gehry. This space hosts art exhibits, concerts, and family activities. Gehry, known for his distinct architectural style, has also collaborated with Louis Vuitton on a collection of handbags. The interior of the Beverly Hills flagship store is being designed by architect Peter Marino, who has previously worked on luxury retail spaces and hotels. The new store is replacing the ill-fated Cheval Blanc Beverly Hills hotel project, which was rejected by voters. The new Louis Vuitton store will occupy the same space, once home to Brooks Bros. and the Paley Center for Media, and is set to redefine luxury shopping in Beverly Hills.
Maybe it’s just me, but it seems like the competition among brands on Rodeo Drive is heating up. Retail rents are skyrocketing, but stores are getting bigger and more extravagant. Merchants are constantly reinventing themselves to stay ahead of the game and attract customers. With stores on the street expanding in size and scope, it’s becoming a spectacle of luxury and opulence. Louis Vuitton’s new flagship store is just the latest example of this trend, promising a unique and immersive shopping experience for visitors. As the retail landscape evolves, it’ll be interesting to see how other brands respond to this new benchmark set by Louis Vuitton.
