The Intersection of Luxury,
Fashion and Entertainment®

Our Story

A Legacy of Luxury

When Fred Hayman opened Giorgio Beverly Hills at 273 Rodeo Drive in 1961, it established the Swiss-born American fashion retailer as “the Godfather of Rodeo Drive.” By launching a luxury boutique on this Beverly Hills boulevard Hayman prompted others — notably Gucci, Tiffany, Van Cleef & Arpels and Vidal Sassoon — to follow suit. Synonymous with Hollywood glamour, Rodeo Drive is recognized as a new nexus point connecting heritage with modernity, and savoir-faire with innovation.

Today, Los Angeles and Beverly Hills draw the world’s most sophisticated artists, A-list movie stars, philanthropists and cultural institutions. Rodeo Drive’s three iconic, palm-dotted blocks are home to more than 100 of the world’s leading luxury brands with deep connections to art and culture, housed in buildings designed by the most distinguished names in international design and architecture.

Programming

World-Class Events

Rodeo Drive’s highly anticipated program of world-class events has continued to draw visitors from around the world and Southern California to its palm-dotted, three-block stretch.

Twenty-nine editions of the Rodeo Drive Concours d’Elegance, the largest single-day Concours d’Elegance in North America, have taken place to date.

Summer and holiday shopping seasons have been marked by large-scale celebrations: Rodeo Drive Celebrates and BOLD Holidays, accompanied by a program of live entertainment, performances and hospitality to bring the street alive. An annual Rodeo Drive Holiday Lighting installation along the length of the legendary luxury thoroughfare has become a seasonal must-see.