Extreme Makeover
Trendsetting designers Yabu Pushelberg and Cheryl Rowley, celebrated chef Kerry Simon and nightlife pioneer Rande Gerber combine their talents to take the Sofitel Los Angeles for okay to &ldquo.oh, wow.&rdquo.
by Mary Scoviak, Contributing Editor -- HOTELS Magazine, 1/1/2007
Los Angeles is a city where image is everything. The vibe is about glamour, energy and power. With its country French décor and unassuming aesthetic, the Sofitel Los Angeles was not exactly on the A-list’s radar. It had the right blend of consistency and services to attract a steady stream of business travelers but lacked the statement-making style needed to broaden its market base. Its respected yet under-patronized French cuisine missed the mark with trendy Angelenos who wanted the see-and-be-seen experience of restaurants run by celebrity chefs. “The hotel had an image problem,” says Brent Martin, general manager. The opportunity for renovation was obvious. But not just any renovation would do. It had to be a star turn.
Sofitel’s parent, Accor, set its sights on creating a new look that would raise the bar for design and luxury in L.A. Its architectural award-winning Sofitel Chicago Water Tower already had demonstrated how successful signature style can be in a crowded market. Competitors such Los Angeles hot spots Hotel Roosevelt and W Westwood drove the point home. Given the dynamic potential of the Los Angeles market, Accor decided to give the Sofitel an extreme makeover.
“Our goal was to continue to serve our key demographic, business travelers, while expanding our appeal to younger, leisure travelers. We wanted a chic, luxurious hotel that would attract an upscale clientele, as well as a design that would be ‘enough’ to draw in locals. We also wanted to become a dining and nightlife destination for locals,” says Martin. Ready with a US$40 million war chest, Accor brought together a headline-grabbing team that included interior designers Cheryl Rowley and Yabu Pushleberg, culinary star Kerry Simon and nightlife impresario Rande Gerber to re-image a hard-working business hotel as a superstar.
Make the Right First Impression
Sofitel started from scratch, completely transforming every inch of the hotel, inside and out. Challenged to deliver a “wow” factor in the public spaces, designer Yabu Pushleberg, New York City, implemented a radical rethinking of the lobby area. The team opened up the lobby structurally to emphasize its vertical sweep. A sculpture by Damon Hidreth, a 20 ft. Darren Waterson painting and design elements such as Yabu Pushelberg’s sculptural stair create a spacious gallery feel with generous animation. The Zig Zag chair by Michael Malmborg and the Coin chair by Jan Armgardt inject humor for the design-fatigued traveler. Even more mundane concepts have a fresh twist. What once was humdrum gift shop has a sleek new life as the retail-chic SoBoutique. Dead space was re-invented as a cool lobby Internet bar.
Maximizing public space revenues was about more than adding a few new outlets; it was about scripting an image that would make the entire hotel more saleable. “I don't think we created any new revenue streams per se. But, by providing a strong concept for all of the public areas, we were able to accommodate or enhance the myriad of client ideas to make money. Especially with a group of partners such as Accor, Rande Gerber, and Kerry Simon, the ideas were flowing constantly,” says Chris Koroknay, Yabu Pushelberg’s senior project director.
It was not enough to reconfigure the spaces. Staff, too, had to be part of the scene. “Since L.A. so often sets trends that are adopted internationally, we wanted to come up with a uniform design concept that both respected the luxury nature of Sofitel but also recognized L.A.'s sense of laid-back sophistication. It had to be L.A. cool meets Paris chic,” says Martin. Adds Koroknay, , “Uniforms and signage are ‘enhancers’ of the aesthetic concept. They should be logical but discreet.”
The Hottest Spots in Town
Bringing in celebrities collaborators such as Simon and Gerber created a buzz for the Sofitel’s new eating and dining experience. Getting people interested was easy; getting them into the outlets required creative thinking. Accor wanted a free flow of energy and visibility from the lobby to the restaurant and bar. However, the operator recognized the importance of establishing separate entrances for the new controlled-access Stone Rose Lounge and Simon LA. The designers answered both needs by forging a lobby/lounge corridor with the destination restaurant at the end. All of the options are within patrons’ sight lines but more as suggestions than commands.
In a market where diners have seen it all, Yabu Pushelberg decided to “get real.” “Kerry Simon is an honest chef, who enjoys the variety of the spices of life. He's not flashy. He wants his guests to feel at home,” says Koroknay. True to this direction the designers evolved a simple plan with a room that evokes elegance without being complicated. Screens created by Toronto artist Scott Eunson screens embrace the booths that serve as sanctuaries for the incognito. The visible areas in between are for the bolder glitterarti.
Clearly, the mood had to change for the Stone Rose lounge. The mandate for this space was to attract the LA scensters who are not necessarily guests of the hotel. Understatement and subtlety had to be part of the mix, as did overall comfort. Beyond that, customers can choose their experience. The large, U-shaped bar is the perfect spot for “hype.” Patrons seeking privacy head for the cabanas on the patio. Yabu Pushelberg applied a red lacquer wall treatment by artists Moss and Lam was applied on wood paneling throughout the space to encourage guests to relax their inhibitions and enjoy.
Out of the Box Guestrooms
Interior designer Cheryl Rowley, principal, Cheryl Rowley Design, Beverly Hills, brings the same innovative design approach to the Sofitel’s guestrooms. Guests can customize both the look and functionality of the guestrooms. Switchlite glass panels between the sleeping and bathing areas can be left clear when the guests want an open breezy space with views of Hollywood or frosted over at the turn of a switch for maximum privacy. Striking lacquers in cream, cinnabar and chartreuse blend with exotic Macassar ebony and limed white oak finishes to glamorize the guestroom experience. Upholstery in sexy chocolate and cool blond tones lends a sensual edge to the chic, visionary design. Rowley plays with mixes of styles and textures to play up both passion and fun.
For a home away from home feel, the Sofitel introduced the pampering of oversized, enclosed rain showers and a menu of easy-to-use techno toys. Guests flying in on the “red eye” appreciate the simple-to-operate alarm clock with its mp3 player connections. The sheets are silky soft; the televisions are 32-in. plasma screens and the Internet connections are fast and wireless.
More to Come
To expand its appeal even further, the hotel is opening the first spa at a Sofitel in North America. The 5,000 sq.ft., LeSpa at Sofitel takes its aesthetic inspiration from water and light, making it right for Southern California. However, the treatment range is deeply rooted in French beauty techniques—a feature that differentiates LeSpa from a city filled with competition. For the body-conscious, Sofitel added a 2,500 sq.ft. lobby level state of the art fitness center, one of the largest hotel facilities in the city. Meeting and function spaces are also getting a new look—both technologically and visually.
Martin is seeing return on investment already. “The opening was a star-studded affair, and the restaurant and bar are attracting people in droves, including celebrities and movers and shakers in the fashion and entertainment industries. Our new ability to attract clientele from these markets is a huge asset,” he says.
Rates have gone up “but only slightly to remain in the same category as other Sofitel's in key US destinations,” Martin adds. With its new image, the Sofitel is selling more than rooms. “The additions of STONE ROSE and SIMON LA have brought in tons of new business. We anticipate the opening of LeSpa at Sofitel to also be a significant new revenue stream for the hotel. The renovations to the new meeting spaces will also be completed in October; we are already booking these spaces based on the excitement generated by the renovations to the rest of the hotel,” says Martin.
