Louis Vuitton is reportedly exploring developing a site on Rodeo Drive previously earmarked for a 109-room Cheval Blanc luxury hotel by Vuitton's parent company, LVMH, Women's Wear Daily reported.

Sources told WWD that Vuitton commissioned architectural drawings for the site at the corner of Rodeo Drive and South Santa Monica Boulevard.

LVMH bought the building at 468 Rodeo for $245M in 2018 and spent three years working to secure approvals to build a high-end Cheval Blanc hotel there.

The Beverly Hills City Council approved the project, but a group of objectors gathered enough signatures to put the matter to an election. The election results didn't shake out in LVMH's favor, and the company promised it wouldn't revive a hotel project at the site.

No development plans for the site have been submitted to the city since the hotel, a representative for the city of Beverly Hills told Bisnow by email Tuesday.

Vuitton CEO Pietro Beccari "seems to be intent on building increasingly bigger and more spectacular retail attractions," WWD reported, adding there is a combo store and hotel in the works near the brand's Paris flagship.