What: Gucci has launched its first ultra-luxe Salon store concept in LA, open to top-tier clients and by appointment only.

Why it is important: The retailer is focusing on its wealthiest shoppers as part of its turnaround strategy, creating a sense of community and displaying its most elevated and exclusive products at the Salon.

The 4,380-square-foot space is located on the prime corner of Melrose Place and Melrose Avenue, featuring products ranging from EUR 40,000 to more than EUR 3 million.

The Salon is the ultimate playground for Gucci’s top clients to explore the possibilities of the retailer’s Italian craft and interact with the brand creatively. Customers will find made-to-order collections for men and women, accessories, luggage, décor, high jewelry and watches, as well as rare and exclusive vintage pieces that have been restored by Gucci artisans.

Private appointments can be booked from two hours to a whole day and a special menu will be offered for the Gucci Osteria restaurant.

Designed by Gideon Ponte, the Salon is made to feel like an old Hollywood movie set with mirrored columns, stage-like curtains, theatrical dressing rooms with red and purple velvet stripe walls, and chandeliers. The center of the store also features the house’s recent red carpet looks.

The Italian luxury house will be opening nine permanent and temporary salons with locations in New York, Paris, Milan, London, Dubai, Hong Kong, Shanghai, Taipei, and Tokyo, each having their own collection of products.

Gucci is currently in a transition period as Alessandro Michele left the house as creative director in November and in the last three months of 2022, sales fell 14%. The Salons are the latest step in Gucci’s product elevation drive, as its average selling price rose double digits last year.

Gucci Salon ultra-luxe private store concept debuts in LA