The Peninsula Beverly Hills is tapping into fashion’s collectible culture, bringing auction programming into its guest experience.

In collaboration with Julien’s Auctions, an auction house known for selling celebrity, fashion and cultural artifacts, the partnership connects visitors to high-profile sales and significant fashion pieces.

This will take shape through a series of auctions staged within the hotel, beginning with “Bold Luxury: Gwyneth Paltrow — The Lexicon of Style: The Archival Edit” on March 24 and 25, both live on-site and online. The actress and Goop founder’s items range from spring 2025 Saint Laurent cat-eye sunglasses to a 2000 Christian Dior dress, accompanied by a signed image, and the blush pink Ralph & Russo gown she wore to the 2015 Academy Awards.

Future sales will include “And Just Like That…,” featuring pieces from the TV series, and “100 Years of Marilyn,” dedicated to Marilyn Monroe.

“We were looking for a partner that could elevate not just the presentation of our auctions, but the entire experience around them,” said Gabriela Schwartz, managing director and head of luxury department and corporate brand partnerships at Julien’s Auctions. “It’s not about just activating a space, it’s about finding a partner to build a new kind of experience with. The Peninsula understands that luxury today is not just about the object, it’s about cultural storytelling.”

For the hotel, which is marking its 35th anniversary, the focus is on reshaping how guests engage with auctions altogether.

“What’s exciting is that we’re not changing the essence of auctions, we’re expanding how people experience them,” said Rebecca Goldberg, hotel manager at The Peninsula Beverly Hills. “Traditionally, auctions can feel transactional or reserved for a very specific audience. What we’re doing at The Peninsula is opening that world up through immersion and context.”

The demand is reflected in recent sales, said Schwartz, referencing a sequined 1970s Bob Mackie gown worn by Sabrina Carpenter, which sold for more than 17 times its estimate. “It’s no longer just memorabilia, but an evolving asset class rooted in culture.”