The jewelry house is re-opening its Rodeo Drive flagship, and you might need to pinch yourself to believe what’s in store for the luxury label.

As Denzel Washington once said, &quot;In Los Angeles, everyone is a star.&quot; Surely, the newly revamped <a href="https://www.lofficielusa.com/fashion/van-cleef-arpels-unveils-a-new-perlee-collection">Van Cleef &amp; Arpels</a>&nbsp;flagship will not make its visitors feel otherwise. To celebrate the&nbsp;50th anniversary of its Rodeo Drive location, the French jewelry house, whose pieces have been worn by Grace Kelly and Elizabeth Taylor, is reopening the boutique&#39;s doors today, revealing exciting new elements that are sure to keep guests in awe.&nbsp;

Since its initial building in&nbsp;1969, the boutique has remained one of the most elegant attractions on Rodeo Drive. Comprising all of the lush architectural characteristics of a Parisian apartment, the 6000-square-foot store will feature the brand&#39;s first-ever&nbsp;bridal salon, a juice bar, an <a href="https://www.lofficielusa.com/categories/art">art</a> deco salon, a dining room, and The Salon 1906, which will display a curated selection of heritage pieces. The new features make visiting the revamped flagship more than just a shopping trip&mdash;it&#39;s easy to pass an entire afternoon there while sipping on an organic juice, checking out the interior design, and revisiting the pieces that have made the brand so iconic for over a century.

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The house has created installations in collaboration with Arthur Hoffner, which take inspiration from&nbsp;the playful, round aesthetic of the Maison&#39;s <a href="https://www.lofficielusa.com/fashion/van-cleef-arpels-unveils-a-new-perlee-collection">Perl&eacute;e</a>&nbsp;collection. The French designer, who has gotten attention for his dynamic use of materials, has worked the line&#39;s transformable pendants and secret dial watches into captivating displays throughout the boutique. Alongside the location&#39;s Parisian style and engaging nature, the artworks create an additional sense of wonder for visitors to enjoy as they explore the various rooms.

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&ldquo;The Maison has always had a special relationship with the West Coast,&rdquo; says Helen King, President&nbsp;&amp; CEO of Van Cleef &amp; Arpels Americas, of why the brand has decided to reintroduce its Beverly Hills flagship to the world. &ldquo;The doors of this elegant boutique first opened in 1969, and now, 50 years later, we are proud to showcase the fullest expression of the Maison&rsquo;s ingenuity, creativity, and imagination to the city of Los Angeles.&rdquo; Looks like heading down Rodeo Drive just got even more exciting.

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Van Cleef & Arpels Revamped Their Beverly Hills Boutique with a Juice Bar and Bridal Salon

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