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Rodeo Drive Sets Designs for Mainstream Shopping
Dec 23, 2005 10:00 AM
By Jeff Miller
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(Rapaport...December 23, 2005) One street in the in United States --perhaps the single most synonymous with luxury-- is Rodeo Drive in Beverly Hills. Once famed for movie star paparazzi Rodeo Drive has reinvented itself to attract a more relaxed shopping atmosphere for all shopping budgets.
Beverly Hills spent $18 million to change the neighborhood's appearance to fit that of an outdoor mall. Lacy palm trees soften sculpted ficus trees, sidewalks were widened for pedestrians, and Via Rodeo --off the main street-- was added to create the illusion of a European cobblestone walkway accented with water fountains and flower boxes.
The Los Angeles Times reports that retailers were even treated to "sensitivity training" to earn tolerance for all brands of shoppers. There are some boutiques bucking the trend however, Bijan (for men) and The Elegant Child of Beverly Hills only accept shopping by pre-arranged appointment.
For twenty years one constant has not changed -- pedestrians are immediately fined for crossing the street outside of marked crosswalks. But the street's retail landscape has evolved away from independent boutiques and into bigger name brand stores. Beverly Hills describes the changes the same way it describes the dress code "much more relaxed" as in "jeans and sportswear."
While De Beers LV opened on Rodeo Drive in November to sell diamond jewelry, Frances Klein Estate Jewels was replaced with women's apparel 'bebe' store in December. Bebe's launch was criticized by some in local press as "too ordinary" for the luxury market on Rodeo Drive.
The Times reports, "When bebe joined the lineup, it marked the end of an era: Gone for good was the fabled time when a glamorous crowd lingered in shops unique in the world. Now Rodeo Drive is yet another place for all of us to pick up designer knockoffs and jeans."
However, Harry Winston is setting-up a new shop on Rodeo Drive. With less than 1,000 square feet at its present location, it plans to expand to 6,000 square feet (across the street) in 2006.
Whether or not locals agree that Rodeo Drive remains an exclusive luxury retail boulevard, its three-block stretch of real estate is still home to many (not already mentioned) luxury brand jewelers such as; Van Cleef & Arpels, Tiffany & Co., Judith Ripka, Gucci Jewelry Boutique, David Orgell, Chopard, Cartier, and Bulgari.
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Tags:
Bulgari, De Beers, Harry Winston, Jewelry, Tiffany, United States
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