The Sunset Strip—an urban microcosm of bohemia, pop culture and the excesses that sometimes accompany it. Between ultra-modern new glass buildings, relics of postmodernism and, of course, the omnipresent oversized billboards, a principle of diverse and harmonious coexistence dominates. While the main protagonists of the spectacle are of course the many legendary bars and concert venues, the hotels on the famous mile between Doheny and Marmont Lane, some of which are no less famous, also attach great importance to staging themselves. However, the luxury hotel The London West Hollywood seems to deliberately take a different stance here.
Located slightly below the hustle and bustle of Sunset Boulevard, the hotel focuses on a much more understated form of self-presentation. Even the inconspicuous, almost hidden driveway bears witness to a 5-star hotel that focuses on discreet, unagitated luxury, well thought-out comfort and a restrained design concept between cool Britishness and generous Californian economy of space.
Opened in 2008, The London West Hollywood—formerly known as the Bel Age Hotel—was (re)designed by renowned London design studio David Collins. The much more opulent décor of the original Bel Age was transformed into a refined design style that translates the classic grand hotel concept into a contemporary form. Muted colors, generous proportions, quality materials and only selective glamorous accents characterize the aesthetics of the hotel. The consistently unagitated design vocabulary is intended to represent a fusion of Anglo-European lifestyle with dignified Hollywood luxury.
The 226 bright, spacious suites all feature oversized bathrooms (designed by luxury outfitter Waterworks) and balconies with impressive panoramic views—of either downtown L.A., the luxury villa-lined Hollywood Hills, the Sunset Strip or the neighboring Beverly Hills to the west. Light natural tones, soft textiles and only a few accents in brass or dark wood characterize the furnishings. The high-quality materials, muted color schemes and generously structured rooms are the main protagonists at The London West Hollywood—Glamour and opulence are usually only hinted at.
As the highest bookable category, the two-storey penthouse suite—is the largest of its kind in Los Angeles—and offers a guest experience at the very highest level. The over 1,000 square meters luxury penthouse was personally furnished by Vivienne Westwood and, quite surprisingly for the designer, follows a very simple style with clean lines. The suite features a grand salon, a dining room with a view of Beverly Hills, a modern kitchen with a private service entrance, light-flooded atriums, a fully equipped media room and a private roof terrace with a 360-degree view.
No less impressive is the hotel’s general rooftop terrace with pool, bar and cabanas, including an impressive view over Los Angeles. The hotel’s own 110-seat cinema hall for screening events that are of course particularly relevant in L.A.—, including a private VIP entrance—, also deserves a special mention, as does the Fifth Avenue Club, a branch of the American luxury department store chain Saks Fifth Avenue, which offers guests personal styling and shopping by appointment.
In the gastronomic area, too, the focus is on the highest quality and attention to subtle detail: the design of the London Bar and the adjacent in-house restaurant Boxwood is inspired by English conservatories and orangeries and is flooded with light, equipped with furniture in mostly light natural tones and subtle Art Deco touches in places. The culinary focus is on modern, seasonal and innovative Californian cuisine with occasional references to British classics—created by head chef Anthony Keene, who took over the hotel’s former Gordon Ramsay Restaurant as executive chef in 2010.
By the way, it does get a little playful: the official mascots of The London West Hollywood are two bulldogs named Winston and Churchill. The two signature pups can be seen again and again at—whether as small statues in the lobby or bar or as eye-catching artwork by the rooftop pool. Perhaps a subtle nod in the direction of staging or simply a reminder that British charm is best expressed with a pinch of humor. [Red.]
