Rodeo Drive spins the Ferris wheel for Fashion’s Night Out

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In a bid to establish Rodeo Drive as the West Coast hub of the global one-night shopping spree known as Fashion’s Night Out (FNO), organizers are re-inventing the wheel -- the Ferris wheel.

We’ve just learned that a replica of the George Washington Gale Ferris Jr. invention (which made its debut at the World’s Columbian Exposition in 1893) will be erected on the 200 block of North Rodeo Drive for the Sept. 10 event, and used to entice shoppers into opening their wallets.

Apparently, all you’ll need to do is show a receipt proving that you’ve made a purchase at a Rodeo Drive merchant that evening, and you (and a friend) will be whisked up into the sky on the carnival contraption.

The Rodeo Drive Committee tells us nearly 50 of the street’s luxury retailers are on board for the fashion-focused fete, including Chanel, Gucci, Giorgio Armani, Prada, Salvatore Ferragamo, and Valentino, and that in addition to the spinning wheel, the evening’s festivities will include extended shopping hours, cocktail parties and other assorted in-store events.

And if organizers decide to round out the evening’s carnival atmosphere by sending in some well-dressed clowns, we think we know just the place to find them.

-- Adam Tschorn

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