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When Fred Hayman opened his Giorgio Beverly Hills boutique on Rodeo Drive, he launched a revolution in style that transformed the area into the premier shopping destination on the West Coast. The eclectic, club-like atmosphere of the store, which boasted chic, unusual décor, a reading room, a billards room, and even a full bar, was an instant hit with the top celebrities of the era, making it one of the most popular destinations in Beverly Hills to see and be seen. The boutique achieved unprecedented success throughout the next few decades and attracted other famous labels such as Gucci and Tiffany to join it on Rodeo Drive. The first Giorgio Beverly Hills fragrance was launched in 1981.

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