The measurement of Higgs pair production will be a cornerstone of the LHC program in the coming years. Double Higgs production provides a crucial window upon the mechanism of electroweak symmetry breaking and has a unique sensitivity to the Higgs trilinear coupling. We study the feasibility of a measurement of Higgs pair production in the bbbb final state at the LHC. Our analysis is based on a combination of traditional cut- based methods with state-of-the-art multivariate techniques. We account for all relevant backgrounds, including the contributions from light and charm jet mis-identfication, which are ultimately comparable in size to the irreducible 4b QCD background. We demonstrate the robustness of our analysis strategy in a high pileup environment. For an integrated luminosity of L = 3 ab-1, a signal signficance of S/B~3 is obtained, indicating that the bbbb final state alone could allow for the observation of double Higgs production at the High Luminosity LHC. We also fund that, provided light jet mis-identification can be reduced, the signal significance could be increased up to the discovery level.