The stretch of shops and boutiques on Rodeo Drive is only three blocks long. It begins at Wilshire Boulevard on the south, and runs north to Santa Monica Boulevard, where the commercial section of the street gives way to an affluent residential neighborhood. But those three short blocks constitute the most famous shopping district in America, and probably the most expensive three blocks of shops in the world.
It is here that the rich & famous do their shopping, and where tourists window-shop while trying to spot movie stars on the fabled street.
The most celebrated clothing designers in the world have boutiques here: Armani, Gucci, Christian Dior, Coco Chanel, Ralph Lauren, Valentino... The jewelry stores boast names like Cartier and Tiffany. Other nearby stores include I. Magnin, Neiman Marcus, Saks Fifth Avenue, Yves Saint Laurent, & Pierre Deux.
In fact, Rodeo Drive is home to the single most expensive store in the world: Bijan (at 420 Rodeo Drive). You must make an appointment in advance just to shop at Bijan (which was named after its Iranian owner). On a typical visit, Bijan's average customer spends in the neighborhood of $100,000 on men's fashions, which range from a $50 pair of socks to $15,000 suits.
The most handsome - and ostentatious - part of Rodeo Drive (and the portion that most resembles what tourists expect to find here) is actually the newest addition to the famed boulevard. If you listen closely to a scene in the movie "Pretty Woman," you will hear a line that says: "Via Rodeo is the first new street built in Beverly Hills in 75 years."
Located at the northeast corner of Wilshire & Rodeo, the "Two Rodeo" center creates the illusion of two small, parallel streets, cleverly designed so that they both appear to be at ground level. Built at a cost of over $200 million, Two Rodeo attempts to re-create a romantic version of an old European avenue. In practice, though, this gleaming new addition most resembles a movie set, or perhaps a Disneyland pastiche such as New Orleans Square.
