LVMH's Beverly Hills Dreams: From Rejected Hotels to Louis Vuitton Mega-Flagship


LVMH’s initial vision for a Cheval Blanc hotel on Rodeo Drive faced a setback. However, the French conglomerate has pivoted its strategy.

The original plan for LVMH Cheval Blanc Hotel. Image courtesy: WWD

In 2018, LVMH purchased the former Brooks Brothers-occupied building at 468 Rodeo Drive for a staggering $245 million. Despite securing approval from the city’s planning commission in 2022n for an ultra-luxurious hotel, the project encountered resistance from Beverly Hills voters, leaving us to ponder LVMH’s next move. . .

Read also: LVMH Cheval Blanc Hotel Rejected in Beverly Hills

Beverly Hills already boasts a formidable LVMH presence, with Rodeo Drive as a luxury shopping haven featuring brands including Louis Vuitton, Dior, Celine, Fendi, Loewe, and Tiffany & Co.

Read also: Is Louis Vuitton Moët Hennessy Trying to Take Over Rodeo Drive?

Image courtesy: Louis Vuitton

This time round, reports now suggest a shift in focus, as LVMH proposes a mega-flagship Louis Vuitton boutique. The pitched store will take the stage on the site of the failed 109-room luxury hotel project at 468 Rodeo Drive. According to Women’s Wear Daily, it is reported that LVMH has already commissioned architectural drawings for the more than 50,000-square-foot site.

This strategic pivot aligns with the vision of Chairman and CEO Pietro Beccari, who aims to create increasingly grand and captivating retail attractions for Louis Vuitton globally. This move echoes the recent construction of a Louis Vuitton hotel adjacent to the flagship store on the infamous Champs-Élyseés in Paris.

Read also: News: Louis Vuitton to Open Hotel in Paris Alongside World’s Largest Boutique

As Beccari steers the brands towards larger and more spectacular ventures, all eyes are certainly on LVMH. What are your thoughts on Louis Vuitton’s strategy? Are bigger boutiques always best? Let us know your thoughts.