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The story of Giorgio Beverly Hills began in 1961 with the opening of the famous boutique behind the distinctive yellow and white striped frontage on Rodeo Drive, Beverly Hills. Visionary and creator of West Coast style, Giorgio Beverly Hills set out to make Rodeo Drive the everyday must-visit shopping situation. Between 1961 and 2001, this ultra-luxury shopping venue embodied the Californian lifestyle, attracting Hollywood’s greatest stars and achieving unprecedented success.