To inaugurate the 2011 year, Lanvin announces the opening of its fourth U.S. boutique on Beverly Hills’ Rodeo Drive, the heart of all that is Hollywood. Under the artistic direction of Alber Elbaz, Lanvin further expands its stateside presence with the addition of its Rodeo Drive location, a 4,520 square foot space dedicated to both the Women’s & Men’s ready-to-wear and accessories collections.
“LA is one of my favorite places in America,” says Alber Elbaz “There is something about old, glamorous America that I still see in Los Angeles. It is always a pleasure to go back there because there is something colorful, different and free spirited.” On the choice of Rodeo Drive as home to the boutique, Thierry Andretta, the company’s chief executive officer, says “we thought it was the ideal destination. We really want to be where luxury is.” He also expects “local shoppers to comprise about 60% of our customer base, with tourists making up the remainder, and accessories to constitute around 60% of sales.”
As with each new boutique, Alber Elbaz and his team have taken inspiration from the city itself to create a pitch perfect atmosphere. For Beverly Hills, the glamorous spirit of 1930s and 1940s Hollywood is brought to life through architectural design and details. New touches of old glamour are found throughout, as clusters of Art Deco furnishings finished in gold and dark woods mingle with dark brass fixtures.
Accessories greet the Lanvin visitor, welcoming him with Men’s offerings stretching out to the left and Women’s to the right. The Women’s collection – including the Blanche, 22 Faubourg, Tailoring, Denim, and Swim capsules – Men’s collection – including bespoke services – and accessories are showcased together across the subterranean selling floor. Punctuated amongst these temptations are more whimsical gift items, such as umbrellas, stationary, playing cards, music boxes, hand painted porcelain dolls, and perfume.
In keeping with the Lanvin philosophy, the boutique’s interior evokes the intimacy and comfort felt in one’s home, while subtly exuding the elegance of an exclusive club. Elements consistent with Lanvin boutiques worldwide are also present: parquet flooring and antique chandeliers are juxtaposed against brushed steel panels, blackened steel bookcases and metal & glass display cases.
Black and white photos of Lanvin house models from the 1930s decorate the walls of the Women’s accessory space, as chic leopard accents highlight the shoe salon. A large black and white photograph of Jeanne Lanvin’s first Paris boutique is the focal point of the clean and angular Men’s area, which will also feature custom wood wall paneling and zebra floor coverings.
Also unique to Lanvin Beverly Hills are walls with a luxe leather look, including a soft and gently textured ivory “crackled paint” treatment where the Blanche collection is seductively presented. A dramatic corridor of mirrors that alludes to the Hall of Mirrors at Versailles leads to a space designated for private fittings that has the same warmth and inviting atmosphere found throughout the store.
LANVIN Beverly Hills
260 North Rodeo Drive
Beverly Hills, CA 90210