Gucci and GQ Kicked Off Super Bowl Weekend With a Party on Rodeo Drive

Rodeo Drive, the often star-studded, luxury shopping destination in the heart of Beverly Hills, is no hidden treasure. What may be less obvious, though, is that Gucci opened the doors of its first American restaurant, Gucci Osteria da Massimo Bottura in 2020; it sits perched conveniently above its flagship store on the famed street. It’s here that the brand, along with GQ Sports hosted a fashion-meets-football affair of sorts Tuesday night, joining forces to celebrate Gucci’s newest menswear release, dubbed the Pineapple Collection, and the forthcoming Super Bowl game. 

Passing first through the main floor of Gucci’s artfully curated boutique, guests arriving at the DeAndre Hopkins (Arizona Cardinals) and Will Welch (GQ) co-hosted event came face-to-face with Gucci’s Pineapple Collection pop-up, which was being unveiled in Beverly Hills, Miami, Chicago and Honolulu simultaneously. The fun-spirited installation features a pineapple-rose hybrid motif, punchy and pastel, and a playful mixture of collegiate and streetwear elements.

Gucci being Gucci and GQ being GQ, both entities are known to churn out some of the best-dressed attendees, and on the heels of one of the biggest weekends of the year, one would be remiss to expect any different on this particular night. Speckled throughout the dimly lit rooftop were feathers and sequins galore in the form of sleeve cuffs, bralettes, and fringed gowns. Gucci’s iconic monogram made appearances on everything from embossed leather suits to denim overalls, to gigantic aviators and leather-trimmed canvas corsets. Then, there were pineapples—and lots of them. Sprinkled on sweaters, front and center on blazers intricately weaved into the GG Supreme motif of tracksuits. Fashion aside, the Osteria itself had, too, received an on-theme makeover for the night, with custom furnishings inspired by the newly born collection accentuating the already plush decor. 

Where satiating the appetite a celebratory night is bound to induce is concerned, Gucci Osteria’s Michelin Star award-winning chef, Mattia Agazzi, left nothing to be desired. At an impressively constant pace, guests including John Legend, Chrissy Teigen, Usher, Evan Ross, CeeDee Lamb, and more were offered Risotto Camouflaged as Pizza (sure to win the award for the most fitting of names), mini ribeye burgers topped with salsa verde and balsamic mayonnaise, and more on repeat. Ever consistent with a visual concept, there were, of course, pineapple-garnished cocktails, too.