The fashion house has announced plans to open a new restaurant in Beverly Hills.
Fashion house Gucci has announced plans to open its first restaurant in the United States. The establishment will be located on Rodeo Drive in Beverly Hills. The next location after California to launch a Gucci restaurant is Tokyo's Ginza district, and it will likely be the last restaurant in the global chain. In Beverly Hills, Gucci Osteria will be located on the top floor of the flagship store of the Italian brand.
This will be the first location in the US, but not in the world. The original Michelin-starred Gucci Osteria restaurant opened in 2018 in Piazza della Signoria in Florence. Its launch was led by fashion house CEO Marco Bizarri, Gucci creative director Alessandro Michele and Massimo Bottura, chef of Modena's famous three-Michelin-starred Osteria Francescana restaurant.
Today, the Gucci Osteria in Florence is part of the so-called Gucci Garden, which also includes the Gucci Garden Galleria showrooms and the brand's flagship store. The tasting menu of the restaurant costs 100 euros. The Michelin star Gucci Osteria received in November 2019, when its owners were already hatching plans to open new establishments.
The Californian restaurant is expected to have a less Italian aesthetic and specialize in American-influenced food. The space itself will be more open, with a focus on the atmosphere of Los Angeles. The menu will be based on Californian products, with an emphasis on vegetarian cuisine, as well as fish and seafood due to the proximity to the ocean coast.
The launch of new restaurants is another step in the successful strategy that implements Gucci. In 2019, according to the estimates of the marketing consulting company Interbrand, the brand was recognized as the fastest growing in the luxury segment in the world, with an estimate of $15.9 billion. Gucci's combined revenue in 2018 was over $9 billion, while its parent company, Kering, was $16.4 billion.