Valentino from “Pretty Woman”

Pretty Woman is one of the most well-documented movies out there when it comes to locations.  Oddly though, despite the legions of websites and books with sections dedicated to its locales, I have yet to see identified the Rodeo Drive shop where Vivian Ward (Julia Roberts) and Edward Lewis (Richard Gere) spent an “obscene amount of money” mid-film.  So I recently set out to find it.

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The exterior of the boutique, where Vivian famously spits her gum onto the sidewalk, is only shown briefly in the shopping scene, unfortunately.  And my copy of the movie on DVD (the 15th Anniversary Special Edition which I’ve owned for years) is surprisingly grainy, giving away little in terms of the shop’s location.  So I decided to stream a high-definition version in the hopes that some clues might be discernable.  And there were!  In the high-res format available on Amazon, the words “Valentino” and “a Torie Steele boutique” were visible at the bottom of one of the store’s windows, as was the familiar Valentino logo featuring a large “V” above the front door.  The start of an address number reading “40” could be seen, as well!

I was thrilled to make out the last digit – an “8” – on the back of the door shortly after Vivian and Edward entered the store.  From there, it was not hard to put the pieces together – the Pretty Woman shopping/gum spitting scene was lensed at the Valentino boutique formerly at 408 North Rodeo Drive.

A quick Newspapers.com search confirmed that a Valentino outpost owned by Torie Steele was located at that address from the mid-80s through the mid-90s.

Torie Steele, a revelation in the fashion industry, pioneered the merchandising of foreign designers’ wares to American consumers via a stretch of Rodeo Drive boutiques she established in the 1980s that, along with Valentino, specialized in Ferré, Versace, and Krizia.

When Torie retired in the ’90s, her popular boutiques were shuttered.  The Valentino space was purchased by Lladró in 1994, five years after Pretty Woman was shot and four years before my first visit to Beverly Hills, sadly.  Even had I known about the locale, it would have been far too late for me to stalk it.

Per everything I’ve come across, the 408 North Rodeo building as it exists today was constructed in 1997, so it was either torn down after the Lladró sale or extensively gutted and remodeled.  The exclusive ceramics company then opened a boutique/museum in the space in March 1997.

Because of the remodel/razing, there are no elements leftover from the time that Pretty Woman was shot, leaving the storefront completely unrecognizable from its 1990 cameo.

Lladró’s interior, designed by Juan Vicente Lladró (son of one of the company’s original founders) and architect Ki Suh Park, also bears no resemblance to the inside of Valentino as it appeared in Pretty Woman.  The spectacular space, which you can see a photo of here, featured a grand double staircase rising three levels and a domed ceiling.

It is a bit surprising that producers chose to use a Valentino outpost in the scene rather than an unnamed boutique (as was the case with the movie’s other famous shopping segment) being that none of Vivian’s clothes were actually made by the fashion house.  Her enviable wardrobe was instead created by costume designer Marilyn Vance in its entirety, right down to the iconic red opera gown, as detailed in this fabulous interview.  Somehow, despite the fact that I’ve seen Pretty Woman about a gazillion times, I only just noticed while making screen captures for this post that the famous crimson frock can briefly be seen displayed on a mannequin on the Valentino sales floor during the shopping sequence, as denoted below!

During 408 North Rodeo’s almost twenty-year tenure as Lladró, Michael Jackson frequented the place regularly.  One of his many visits is pictured below via a video posted by Marianna Sarte on YouTube.

In summer 2014, Lladró moved to a new storefront a block away at the Two Rodeo complex.  It’s former home, the 16,129-square-foot 408 North Rodeo building, had been sold to Chanel the year prior for a whopping $117 million.  Per The Hollywood Reporter, it was “the highest per-square-foot retail sale in L.A. County!”

Chanel was set to raze the building, as well as its flagship store next door, in order to construct a massive new boutique, but those plans have yet to come to fruition.

The space did house a St. Supéry Estate Vineyards and Winery pop-up for a time in 2017, but sits vacant today, a distant memory of its famed 1990 role.

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Until next time, Happy Stalking! 

Stalk It: Valentino, where Vivian and Edward shopped in Pretty Woman, was formerly located at 408 North Rodeo Drive in Beverly Hills.  The building is currently vacant.