Rodeo Drive undergoes transformation as major Los Angeles shopping strip
Beverly Hills and its mythical Rodeo Drive are undergoing major renovations. In parallel with work linked to the opening of the Wilshire/Rodeo metro station, scheduled for 2026, Los Angeles' most famous shopping thoroughfare will see a wave of openings and reopenings of famous boutiques over the coming months.
Following on from New York brand Tory Burch, which opened its new flagship at 33 N Rodeo Drive at the end of April, the very first Boucheron boutique, owned by the Kering Group, is due to open in Los Angeles in late summer.
In full expansion on the American market, the French haute-joaillerie house had already opened its very first New York store on Madison Avenue last September. This was followed in January by the opening of another boutique in Las Vegas, within the new luxury hotel and casino, Fontainebleau. Both addresses are inspired by the historic Parisian boutique at 26, Place Vendôme.
Although no date has yet been announced, the new Alexander McQueen boutique will open soon at 428 N Rodeo Drive, replacing the former Vera Wang boutique, which was housed there for over 10 years.
The new address will be adjacent to the Jaeger-Lecoultre house and the Louis Vuitton store. The British brand, led by creative director Sean McGirr since late 2024, is present in the United States via some twenty boutiques, including department store shop-in-shops, notably in New York, Las Vegas, Miami and Dallas.
A tenor of Rodeo Drive since 2006, the David Yurman jewelry house is currently undergoing renovations in the jewelry zone. After an initial renovation in 2012, its flagship boutique at 371 N Rodeo Drive, on the corner with Brighton Way, will reopen in November in a brand-new setting.
Unveiled last year at the opening of a new space at The Grove shopping mall in Los Angeles, the new generation of David Yurman store design aims to draw inspiration from the décor of the Paris boutique, with bronze doors, marble and Mid-Century furniture for a residential feel and intimate experience.
Opposite, the Italian jewelry house Bulgari displays its sublime creations on a huge advertising canvas. In the "jewelry zone", Bulgari obtained a permit in 2023 to demolish its building and rebuild a new three-story one with a rooftop. Work is currently underway, but the reopening date has not yet be announced.
Another key player in the 'jewelry zone', French fashion house Cartier, has for months been displaying its huge leopard in place of its future boutique. After long months of waiting, the company received approval in early March from the Beverly Hills Planning Commission for a three-story building at 370 N Rodeo Drive.
According to Beverly Press, the development will be 45 feet tall, with three levels devoted to retail for the luxury jeweler. It will also include a basement, and an outdoor terrace along the perimeter of the third floor - 'a limited used lounge for VIP customers,' according to a city staff report.
According to Fernando Beauchamp, architect and head of store planning for Cartier North America, the new store will be among the luxury brand's most important locations and considered one of the Cartier temples in the world along with Paris, London and New York. It is scheduled to open between July and September 2027.
Also eagerly awaited, the immense boutique-restaurant-café project of the luxury house Dior is moving forward. While the façade is still covered, the roof of the building can now be seen from Rodeo Drive.
Announced for 2023, the project aims to bring together women's, men's and children's collections, leather goods, accessories, home decor, jewelry and shoes in three three-story buildings with terraces. The Dior restaurant will open on the rooftop. The project is not expected to be completed before 2026.
A year ago, LVMH acquired the Luxe Rodeo Drive Hotel. Forced to abandon plans to build a Cheval Blanc hotel, the French luxury group is now planning, according to local media, to open a huge shopping boutique dedicated to the world of Louis Vuitton.
Finally, the latest coup on Rodeo Drive comes from the founders of the Tinder dating app, Justin and Tyler Mateen and Pouya Abdi, who last July acquired Wilshire Rodeo Plaza, a retail and office complex located at the corner of Rodeo Drive and Wilshire Boulevard, for the princely sum of $211 million.
The 300,000-square-foot property spans an entire city block and includes three six-story office and retail buildings along Wilshire Blvd. between Rodeo Drive and Camden Drive, as well as a three-story office building along Rodeo Drive. Rebranded as One Rodeo, the buildings' current tenancy includes financial companies Merrill Lynch/Bank of America, UBS as well as entertainment company William Morris Endeavor and Encore Recordings.
According to The AI Journal, The Mateens plan to upgrade and program the buildings to cater to luxury retail and office tenants.
'Iconic buildings such as One Rodeo will continue to benefit from increased demand as the trend toward high-quality assets continues to unfold in a post-Covid world,' said Tyler Mateen, CEO of Cannon TTM, a Los Angeles-based real estate investment firm.
'We are excited to acquire and reposition one of Southern California's landmark retail and office buildings.'
One Rodeo sits in the Golden Triangle, a world-renowned tourist destination known for its luxury shopping, top tier offices, high-end hotels, and fine dining.
'The buildings sit at the entrance of Rodeo Drive and therefore every aspect of the property is being reimagined to deliver an elevated experience for our tenants and visitors,' said Pouya Abdi of Parallel Acquisitions.
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