French luxury goods purveyor LVMH plans to expand its presence on Rodeo Drive in a big way — with an ultra premium hotel intended to be the most deluxe inn in Beverly Hills, which already has its fair share of deluxe inns.

The parent company of brands such as Louis Vuitton, Givenchy and Dom Perignon recently applied for city permission to build a 115-room hotel on property it owns at the corner of Rodeo Drive and Little Santa Monica Boulevard.

The proposed Cheval Blanc Beverly Hills was designed by flamboyant New York architect Peter Marino, who also designed LVMH’s Louis Vuitton and Dior boutiques on Rodeo Drive.

In keeping with Rodeo Drive’s international reputation for over-the-top retail glamour, the Cheval Blanc is intended to be a notch above the competition in Beverly Hills’ high-end hotel market, known for such famous hostelries as the Beverly Hills Hotel and the Beverly Wilshire.