Celine goes big on Rodeo Drive

The luxury retail market is continuing its strategic development on the world's most sought-after shopping streets. On August 14, LVMH-owned house Celine opened a new flagship store at 309 Rodeo Drive in Los Angeles. This expansion highlights the ever-growing need to invest in immersive and experiential physical spaces with highly personalised and distinctive points-of-sale.

The first thing that stands out about this opening is its size. The boutique spans over 510 square metres, spread across two floors. However, it is not Celine's largest retail space in the world. That title belongs to the 700 square metre flagship in Tokyo's Omotesando district.

The Rodeo Drive store is primarily dedicated to the men's and women's ready-to-wear collections, as well as the leather goods and accessories segments. The location also offers the haute parfumerie, beauty and home lines. The brand has also chosen to feature a generous selection of silks. Exclusive versions of the Nino, Luggage and Frame bag models, crafted from precious leathers, are also available.

Architectural concept blending contemporary elements and Haussmannian heritage

The interior design illustrates the visual presentation standards now required in luxury retail. The boutique's design incorporates a sound installation created specifically for the brand by Matéo Garcia. This is complemented by the use of warm Calacatta Oyster marble, vintage wooden furniture, antique bronze shelving and full-height mirror panels.

On the mezzanine, private lounges have been fitted with aged oak parquet flooring in a chevron pattern. The aesthetic is directly reminiscent of a typical Haussmannian apartment. Finally, the location's cultural identity is enhanced by a selection of artworks displayed throughout the space. These include pieces by Jean Fautrier, Andy Warhol, David Armstrong and Kai Nielsen.

The opening of this store rounds out Celine's network of retail locations in Los Angeles, which includes several counters in department stores.