Opening Soon – Dsquared2 – Rodeo Drive Beverly Hills
Rodeo Drive is only a stretch of 2 blocks between South Santa Monica and Wilshire, which means space is very limited and today for the first time – in a very long time – there is no vacancy on the iconic shopping street. Some retailers will be adding extensions and constructing new stories to the buildings that house their flagship stores.
DSquared2, the brand designed by twin brothers Dean and Dan Caten, will be among the last crop of new stores on Rodeo. They signed a lease last month to move into 461 N. Rodeo Drive, a 2,200-square-foot space that formerly housed an Etro boutique, which moved a few blocks away to the 2 Rodeo shopping compound at the corner of Wilshire Boulevard and Rodeo Drive.
“Most Rodeo tenants sign 10-year leases, so there might not be any vacancy on Rodeo for quite a while and you have to get very lucky to find space.”
Well consider yourself lucky that DSquared2 got their fashionable hands on that last lease, the brand will be a breath of fresh air in a street with well established labels.
There are some brands that I just don’t get, like Bijan. It’s almost a vestige of last century Beverly Hills’ grand era and if it was not for the flashy expensive yellow car parked in front of the store many tourists would just walk by without even looking.
But let’s go back to DSquared2. This will be their first store in North America. The closest store would have been Paris or Tokyo, which is only a short G6 trip away – you wouldn’t be caught traveling with a G5 nowadays – and that would save some time and carbon footprint to the natives of L.A.*
*Insert all sort of irony.
Their latest opening was in Abu Dhabi back in October.
So when will the store open is the real question here?
As of today the ‘Opening Soon‘ sign is the only greeter on the window – as you can see on the picture we took today – so I would say that summer 2014 is a bit premature but for sure, next christmas, we will be able to go and have some DSquared2 pieces gift wrapped for our loved ones – including ourselves – which is a very common practice in L.A. being your-very-self-loved-one.* Or simply do some old style léche-vitrines.