CNN's Larry King with Rite Aid's Ken Martindale and Bob Thompson.

BEVERLY HILLS, Calif. — Rite Aid unveiled the latest incarnation of its Wellness Store format in a grand reopening ceremony at its store in the tony Los Angeles neighborhood of Beverly Hills.

On hand at the June 23 event were Rite Aid’s Ken Martindale, president and chief operating officer; Robert Thompson, executive vice president of pharmacy; Bob Thompson, executive vice president of operations; and Bill Romine, senior vice president of operations for the western division, along with a throng of community leaders, including Beverly Hills mayor Lili Bosse.

Also making an appearance was longtime customer Larry King, the legendary CNN commentator and interviewer.

The completely remodeled store, located on North Canon Drive, a couple of blocks from the famed Rodeo Drive, features a range of merchandising innovations. At the front of the store is the Fresh Day Cafe and patio area. There’s also a spacious wine, spirits and beer department, including premium wine selections.

Just beyond the entrance is a redesigned beauty department, adorned with contemporary signage and graphics and featuring a nail bar, a lash bar, new prestige cosmetic and skin care lines, demo stations and specially trained beauty advisers.

The grand opening also marked the debut of Rite Aid’s new informational over-the-counter product displays. Enhanced signage clearly marks the various health categories, and lighted, solutions-focused displays throughout the aisles offer guidance on such products as digestive, home care, allergy, pain relief, vaporizers, sinus congestion, cold/cough, lip care, sleep aids and heart health.

An enlarged pharmacy is the centerpiece of the Beverly Hills store, which Rite Aid executives said is one of the chain’s highest-volume prescription locations. A path along the floor leads customers directly to the pharmacy as they enter the store.

Interactivity, too, is a hallmark of the Beverly Hills store. For example, a panoramic video wall atop the beauty department runs ocean and nature scenes and plays pleasing sounds such as running water, accentuating the store’s wellness theme.