It’s the Rodeo Drive version of decking the halls, decking out the street in a stunning “sculpture” designed by Swarovski Elements, just as the preeminent crystal company has done at Harrods department store in London.
It was unveiled last night in a glitzy ceremony and opening party at the Beverly Wilshire Hotel’s BLVD, hosted by Jessica Alba and attended by several hundred revelers. The elegant bar, including the sidewalk patio was decorated with white flowers and Swarovski candleholders for the occasion.
Nearly 42,000 crystals comprise the DNA-like installation in the median of Rodeo just north of the hotel, which will light up the area through January 3. In addition to the beautiful display of light, people from all over the world will be able to have their messages transmitted on the design by texting the word “sparkle” followed by their message to 877877. Those messages will be conveyed in a tickertape-like element.
Nearby retailers including La Perla, Missoni, Escade and Ferragamo have also created items using Swarovski Elements crystals to festoon the street. But there’s even more sparkle: more than 1,700 crystals will embellish Rodeo’s palm trees and about 10,000 crystals will deck holiday banners.
