We used to think that Sam Nazarian, the founder and CEO of SBE, was most known for a cameo appearance opposite Heidi Montag in MTV's The Hills. It seems we may have spoken too soon. The entrepreneur, behind the successful, Philippe Starck-designed SLS Hotel at Beverly Hills, is adding a new hotel/brand to his growing roster with The Redbury, which opened September 1 in Hollywood, and was developed in tandem with photographer, director and Andy Warholdisciple Matthew Rolston. We already love the hotel's tagline: "It feels more like borrowing a friend's cool apartment than staying in a hotel."
The Details: Word is the hotel has an authentic, bohemian counter-culture feel and will appeal to the DIY generation (do-it-yourselfers) "looking for a high-tech yet comfortable stay-work-play experience."
The hotel, a member of Preferred Boutique, has 57 "studio-flats," which have been designed to exude a residential and homey feel (we hear many of the in-room decorative touches‹old-fashioned record players, for one‹were picked up at local L.A. flea markets). These are meant for overnight or weeklong stays with European-style kitchens, private patios or balconies and, even, washers and dryers. We hear there are five categories of accommodations: 11 Highland Flats, 19 Sunset Flats, 11 Vine Flats, 12 Hollywood Premier Flats and four Redbury Signature Flats (the top accommodations).
Cool Touch: Guests of the hotel are designated SBE VIPs, which means preferential access to SBE restaurants and clubs such as Hyde Lounge and XIV by Michael Mina. Travel advisors can contact Director of Sales Tricia O¹Connor (firstname.lastname@example.org; 323-963-5512).
The Redbury's signature restaurant, Cleo, is helmed by Executive Chef Danny Elmaleh and serves lunch, dinner and late-night fare. The light and fresh menu evokes a contemporary Mezze bar, featuring small-plate selections, as well as homemade Lafa flatbreads. Highlighting the menu is a collection of dishes prepared in a stone oven. Note: Guests can also order room service from SBE's Katsuya Hollywood.
On the horizon: Nazarian says that the new brand has legs and can be translated to markets outside of L.A. The plan is to open five similar hotels in New York, Washington, D.C., Dallas and San Diego.