Ralph Lauren has redesigned its L.A. flagship location in Beverly Hills, with an eye towards the high tech. Among the features on offering in the new store is an interactive handbag sale that allow customers to add personalizations to the company’s signature bag before it is produced in Italy. Bags are tagged with RFID chips so that, once they are set on the leather table, product specifications are automatically read and translated to the screen where customers are designing their customizations.
“It’s not surprising that Los Angeles has always been a special place for me,” Ralph Lauren said in a statement about the new store concept. “Not only was it home to my very first store but also the home of so many of my dreams inspired by the art of filmmaking and the glamorous world of Hollywood legends.”
The 22,000-square-foot space’s design features some very West Coast design aesthetic — French limestone, vintage oak floors, oak beams, a wrought-iron staircase — but with some very modern flourishes. There are watch and shoe salons, a perfumery and a concierge service will provide guests with snack and drink options from Polo Bar. The first floor shopping area is also divided between its men’s and women’s sections. The store also features extensive merchandise from Ralph Lauren’s home collection.
The new Beverly Hills location is open to the public as of Friday (Oct. 7) of this week.