In Los Angeles, Westfield Century City Mall’s Gucci store was robbed earlier by a group of nine men on Monday. While the actual crime has left the luxury retail world stunned, a video has gone viral showing how the store’s security guard was completely unbothered. As the footage circulated, netizens were quick to question the guard’s actions. His lack of effort has triggered a debate about the rise of organized retail crime while also sparking a humorous meme fest.
Century City Gucci store robbery explained
On Monday, July 31 at approximately 3:10 PM, a group of nine hoodie-clad men stormed the Gucci store in the Westfield Century City Mall. It turned out to be a swift grab-and-dash operation, as the thieves fled the store with arms full of luxury merchandise.
Damn they robbed the Gucci store in Beverly Hills 😭😭😭 pic.twitter.com/Tq3KBwc1Ct
— Shannonnn sharpes Burner (PARODY Account) (@shannonsharpeee) August 1, 2023
The on-site security guard and store employees were left powerless to intervene. The criminals were caught on camera dashing out of the store. In the footage, a Gucci employee frantically dials 911, while the security guard appears to make a nonchalant phone call.
Interestingly, the thieves were so coordinated and confident that they picked up dropped items from those running ahead. The monetary value of the items that were stolen remains unclear, as the LAPD has launched an investigation into the incident.
Unbothered security guard goes viral
If a Gucci store being robbed in broad daylight wasn’t enough to go viral, the store’s security guard managed to make his mark on the internet. As the crime unfolded, the guard simply looked on with an almost unbothered reaction.
That’s the problem the security guards are not legally allowed to touch them and they know that 🤦🏾♀️
— hi! I’m Myi 😄 (@myi_savie) August 1, 2023
The nine thieves run past him with their arms full of stolen goods but the guard just casually and slowly walks behind them. He seems to make a phone call with little to no urgency. Netizens quickly gave him a name as ‘Unbothered Guard’ started trending on Twitter.
People began discussing the state of security measures in luxury retail stores and the challenges faced by security personnel in tackling organized retail crime. Many were frustrated over the guard’s apparent lack of action during the robbery.
he’s there to stop situations from happening, not ones currently happening. lots of people don’t know that and security companies tell you to NOT intervene in something like this
— j.ayvin (@ArraJx) August 1, 2023
Others questioned whether he had been adequately trained to handle such situations. Some speculated that the guard might have been instructed not to intervene to avoid potential risks to his safety.
LAPD investigation into the incident
As the Century City Gucci Store guard went viral on social media, the Los Angeles Police Department launched an investigation into the robbery. Using the video as evidence, the LAPD increased its efforts to identify and apprehend the culprits responsible for the heist.
A spokesperson for the LAPD confirmed that the viral video was authentic. They were working diligently to gather additional information. However, no official statements have been made regarding any potential suspects or arrests at this time.
I don't see any crimes here where a person is threatened. That's what non-violent means.
Someone making off with designer clothes from a place with 8000% margins and insurance doesn't really affect anyone's safety.— tim (@elchefe) August 2, 2023
Just like the Gucci store robbery incident, the city of Los Angeles has reported a significant increase in organized retail theft in 2023 compared to previous years. The LAPD’s recent organized retail theft summit shows how serious the situation is.
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