Much of the Old Hollywood glamour that was once synonymous with the locale in Los Angeles has melted away over the years since the Golden Age, but, with the help of Gucci‘s just-opened Salon, the city is about to get a generous serving of the aesthetic back. On Tuesday, the Milan-based luxury house opened its inaugural salon, a destination where invited Gucci clientele can indulge in creativity and their most lavish sartorial tastes, on Melrose Place in Beverly Hills. There, the brand says that “intimacy and discretion” will be of the utmost importance, just as it once was among Hollywood elite.
According to a press release, each of the salon settings that follow this LA opening will be completely unrecognizable from the last, with the individual locations being designed to match the locale it resides in. “[This] salon echoes Hollywood’s heritage and resonance across the world, alongside echoes of the décor and philosophies of the first Los Angeles Gucci boutique, opened in 1968 on Rodeo Drive,” the release states. Designed by longtime Gucci collaborator Gideon Ponte, the space combines the privacy of home with the attention to detail of a perfectly manicured movie set, one that can be amended at a moment’s notice for future events and brand moments.
Ahead of its big reveal tonight, scroll down to check out the first-of-its-kind Gucci Salon below.
Coming up next: A Gucci Bag Is Forever, But These Top 6 Styles Feel Especially Current