Beverly Hills Golden Triangle Will Get LVMH Treatment With Hotel Cheval Blanc

The estimated three-year construction project will span entire south side of the Little Santa Monica Blvd block between Beverly Drive and Rodeo
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A hotel version of the world’s biggest luxury brand name is coming to Beverly Hills, sure to shake up the already crowded Golden Triangle high end hotel landscape.

LVMH, the famed French luxury conglomerate that’s the umbrella company for at least 75 luxury brands: Louis Vuitton, Dior, Givenchy, Moet, Hennessy, Celine, Fendi, Stella McCartney, Tiffany, Loro Piano, Kenzo, Princess Yachts, TAG Heuer watches and Bulgari – to name but a few – has a luxe hotel division that’s not at all well known in the U.S. Despite LVMH’s chairman Bernard Arnault constantly competing with Jeff Bezos and Elon Musk for world’s richest man; he’s estimated to be worth around 200 billion. Its Cheval Blanc Hotel division, launched in 2006, has so far not expanded beyond Europe. It kicked off about the same time period as other luxury brands branched off into hotels bearing their names: Armani, Versace, Lacroix, Ralph Lauren, Diane von Furstenburg. Cheval Blanc, which literally means “White Horse;” now sports five fairly exclusive “maisons” located in France, Switzerland and the Maldives.

Now the company’s planning an even more luxe, more ambitious presence to open in about three years in the Golden Triangle: Hotel Cheval Blanc Beverly Hills is set to take three or four years of construction and will no doubt affect car and foot traffic in the area for a long time. Their first foray into the American market will take up the entire south side of the Little Santa Monica Blvd block between Beverly Drive and Rodeo. LVMH purchased the lot of the former Brooks Brothers (468 N. Rodeo) in 2018 for a reported 245 mil; they bought the land at 461 Beverly Drive, the former site of The Paley Center (currently a Mr. Brainwash museum), which closed its doors in 2020, for $80 million in 2018. When all is said and done, look out, Four Seasons, Peninsula, Luxe Hotel Rodeo Drive: Cheval Blanc is being designed by famed New York architect Peter Marino, in association with L.A.’s Gruen Associates. It will have 115 rooms, a tiered roof line, restaurants, a private club, 9 stories and multiple pool decks. And you can only imagine the hotel’s on site retail possibilities. And what about those bath products????

Sketches of the Marino’s design – he’s the world’s most renown architect of luxe retail, including LV, Chanel, Fendi, Zegna, Dior, Bulgari stores all over the world, plus residences everywhere from the Caribbean to Lebanon to Cap Ferrat – have been circulating around town, showing a two block long all-white structure with fantastic landscaping. “LVMH has a long and successful presence on Rodeo Drive,” said Bernard Arnault, the group’s Chairman and CEO, in an announcement last year. “We look forward to expanding our role in the city with this exceptional new destination.”

Marino has made some fairly snarky comments about the state of our town’s current hotel design in the past: “[The aesthetics] of all hotels in L.A. are just a little tired”. For Cheval Blanc BH, he’s incorporating French and SoCal design elements in the building materials and interior color scheme. Site-specific artworks are said to be inclusive of L.A. and California sculptors, painters and photographers.

Oddly, Cheval Blanc BH will purposefully exclude business conference or ballroom spaces, which all large hotels in big cities proffer. That’s because Cheval Blanc’s emphasis is on seclusion – no party guests wandering around in search of famous faces. It’s meant to have essence of a private club. Wonder where all the movie, television and pop stars – not to mention mega moguls – will be staying when it opens? Not only is the brand boasting the largest hotel rooms in L.A., the space will have two swimming pools, one in a private penthouse. The entire project comes with a price tag the hotel equivalent of Louis Vuitton luggage: a top of the line half a billion dollars. But it sounds like big Hollywood events and black ties won’t have a home there.

And it won’t be the only new hotel going up in Beverly Hills: South Lasky Drive, near The Peninsula and now the home of many plastic surgery offices, is going to get a ground up development. The Gibralter business building complex at 9111 Wilshire is likely going to become the site of another BH hotel.


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