On Friday, the French luxury powerhouse opens its largest boutique in the U.S. in an entirely new building at 400 North Rodeo Drive in Beverly Hills.

The four-floor, 30,000-square-foot, gleaming white cube with an impressive rooftop terrace has multistory windows and a Brisbane Box tree and lily flower-filled courtyard letting the SoCal sun shine in.

In the six windows facing the famed shopping street, C-H-A-N-E-L is spelled out in white uppercase letters as an ode to the Hollywood sign, and to the town that has done so much to burnish the image of the French brand.