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The celebration began with L.A. Stories, a campaign shot in Los Angeles by Bruce Weber, and continues with the unveiling of major renovations in Beverly Hills, including a gorgeously updated main floor and men's fifth floor. The cherry on top? A brand-new Freds restaurant—the see-and-be-seen institution that's previously only existed in New York and Chicago—opening late October. The company is kicking off the Beverly Hills party with a series of events and designer personal appearances, so it sounds like a shopping spree—and power lunch—is calling.