Beverly Hills – Rodeo Drive. The infamous Beverly Hills street is home to all things luxury – now including Gucci’s first restaurant offering in the United States. Serving up California-inspired Italian fares concocted by the Michelin-starred chefs Massimo Bottura and Karime López and chef Mattia Agazzi at the outpost, Gucci aims to become a fixture in the Los Angeles region's experimental food scene.
The design of the Gucci Osteria da Massimo Bottura Beverly Hills – which sits on the roof of the Italian fashion brand’s boutique – incorporates elements from the original Osteria location in Florence while taking on a distinctively Californian look. It comes to Rodeo Drive at a time when other major fashion players are also making their first forays into in-store hospitality: earlier this year, Louis Vuitton unveiled its inaugural restaurant and café in Osaka. This is a continuing trend: in Frame 129, we outlined how luxury retail and luxury hospitality are converging. In Frame 132, we wrote on the strategy behind Nordstrom’s impressive hospitality provision at its new sprawling NYC flagship – an essential offering considering that one in every four transactions across the retailer’s portfolio is food-and-beverage related.