Gucci’s Frida Giannini lives her everyday luxe look

Walking in, the first thing a visitor notices in the center atrium is a massive two-story LED screen, used to display a variety of content, including runway show footage and an animated film that features Gucci’s newly reworked Flora print.   (Kirk McKoy / Los Angeles Times)

A giant LED screen serves as a backdrop to display Gucci’s accessories and luxe line. “This LED screen in the store symbolizes the modernity of the technology we’re working with; we’re all communicating in a new way,” says creative director Frida Giannini.   (Kirk McKoy / Los Angeles Times)

Besides being a retail entertainment center, the remodeled boutique features the full range of Gucci goods for men, women and children in an environment that’s full of natural light and polished gold, smoked mirrors and black marble, giving the space an Art Deco feel.   (Kirk McKoy / Los Angeles Times)

The limited-edition new Jackie bag, based on the one originally made famous by Jacqueline Onassis, created in citrus suede for the opening. It retails for $2,800.  (Kirk McKoy / Los Angeles Times)

Handbags and purses on display.  (Kirk McKoy / Los Angeles Times)

Displays for women at the new Gucci store on Rodeo Drive. “Gucci is a lot about living the good life,” says creative director Frida Giannini.  (Kirk McKoy / Los Angeles Times)

Women’s shoes on display on the first floor at the New Gucci store on Rodeo Drive.  (Kirk McKoy / Los Angeles Times)

Gucci leopard print calf hair boots and shoes at the new Gucci boutique.   (Kirk McKoy / Los Angeles Times)

An outfit display with matching accessories at the new Gucci store on Rodeo Drive.  (Kirk McKoy / Los Angeles Times)

The New Gucci store on Rodeo Drive includes men’s, women’s, accessories and VIP area.  (Kirk McKoy / Los Angeles Times)

There’s also a corner featuring the new Gucci Beauty collection, created in partnership with makeup artist Pat McGrath.   (Kirk McKoy / Los Angeles Times)

On the ground floor are handbags and accessories.  (Kirk McKoy / Los Angeles Times)

The men’s area of the new Gucci store.   (Kirk McKoy / Los Angeles Times)

The men’s VIP area on the third floor of the new Gucci store on Rodeo Drive.  (Kirk McKoy / Los Angeles Times)

Gucci creative director Frida Giannini in the store’s lush new third-floor VIP suite. She joined Gucci as a handbag designer in 2002 and was elevated to creative director of the entire brand in 2006.  (Kirk McKoy / Los Angeles Times)