2024 Rumor Confirmed: Louis Vuitton Is At Bat for Beverly Hills Cheval Blanc Property

California Dreamin’ . . .

There are many reasons why Louis Vuitton adores America and has an extra deep love affair with California. Progressive, multicultural, artistic in multiple disciplines, great weather, big money, and a maverick spirit all make the list for why LVMH and several maisons — but especially Louis Vuitton — have California Dreamin’ in their blood.

WWD shared in February 2024 the unconfirmed rumor that Louis Vuitton hopes to take over the defeated proposal for a 109-key Cheval Blanc hotel on the 50,000 sq foot property on Rodeo Drive in Beverly Hills. Louis Vuitton Chairman and CEO Pietro Beccari plans larger and grander retail attractions and fashion show events for Louis Vuitton locations around the world.

Today — on Labor Day 2025 in America — the rumor has been confirmed by Bloomberg, who has seen the filings with the city of Los Angeles for Beccari’s big new dream baby.

‘Huge’ Takes Many Forms and LVMH Has Human Assets

Vuitton CEO Pietro Beccari arrived at Louis Vuitton in January 2023, with a key priority of recruiting Pharrell Williams to the world’s biggest luxury brand to replace the beloved, and sorely missed Artistic Director of Louis Vuitton Mens, Virgil Abloh.

AOC was first and early, to the best of our knowledge, in calling for Williams to join LVMH Men.

We were the only media source with the moxie to criticize the team that lost the 2023 special vote for the Cheval Blanc in Beverly Hills. And we proposed a far better team to deal with LA politics, if the Louis Vuitton takeover of the site was true.

Prepare for takeoff!!