The TAO Group’s new venture, The Fleur Room, officially opened to the public in West Hollywood in mid-August.
While the hotel group is best known for its luxury nightclubs, beach clubs and restaurants in big markets like Las Vegas, New York, London, Miami, Dubai, Shanghai, Singapore and, of course, Los Angeles, The Fleur Room marks a clear departure from the noise and strobe lights that have become the language of nightlife and instead offer a more sophisticated and adult cocktail lounge experience.
“We wanted to create a sophisticated, non-nightlife destination where adults could go and drink, socialize a little more, be present and participate a little more,” says Pavan Pardasani, CMO at Tao Group Hospitality. the hollywood reporter.
With that in mind, The Fleur Room’s message is noticeably more understated, thanks in part to the velvet seating, marble cocktail tables, and jewel-toned colors that make up the (nightclub-inspired) design scheme. . The Fleur Room, by reservation only, is not mandatory for partygoers, but a consciously designed spot for after-dinner drinks or a night on the town. “These are smaller, more intimate conversations,” says Fardasani.
The opening of The Fleur Room’s doors was gradual by design. The reservations-only cocktail lounge, located on Sunset Boulevard, has been fully realized and in operation for nearly four months, but the team behind the space decided to open as summer slows into autumn, a strategic choice as most holidays have been and people are coming back and settling in Los Angeles.
In the months that it was discreetly opened, The Fleur Room welcomed a number of celebrity patrons: Kendall Jenner, Laurie Harvey, Jason Oppenheim and Ryan Phillippe, to name a few. It has also hosted several special Hollywood events including Kevin Hart’s birthday, Stephen Curry’s ESPY party, album listening parties for DJ Calvin Harris and the release of Kin Euphorics by singer Giveon and Bella Hadid.
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“When we open a nightclub, we do a big bang because we need as many people as possible to hear about the place. That’s just part of the business model,” says Fardasan. “But when you go to a fancy cocktail lounge, I think you want to create more compost. And that requires some thought about who we want the audience to be and how we’re going to cater to that.”
Perhaps the most surprising event came in the form of a private cocktail party for 20 people for Canadian Prime Minister Justin Trudeau while he was in Los Angeles for the Summit of the Americas in early June.
“I got a call from a friend of mine who was organizing an event for Justin Trudeau and he said that Justin was looking for a place to go after the summit,” recalled Fardasani. “It was a scene from any movie you can imagine where the Secret Service and local police were investigating the place.”
So while The Fleur Room is already making a name for itself on the Hollywood scene, the TAO team is looking to attract “a cross-section of industries that really make Los Angeles stronger,” says Fardasani. “I think so [city] It used to be really about entertainment, but we’ve seen things change.”
Until now, people working in music, film, fashion and now technology, a relatively new audience to Los Angeles hospitality, were the most frequent visitors to the venue.
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The beverage program, led by Tao Group Hospitality beverage director Craig Schotler (Alinea, The Aviary), is the reason, especially as there is no food on the menu. Highlights include “La Pina,” a mezcal cocktail featuring Dos Hombres, one of The Fleur Room’s partners, and the “super premium” Casa Azul reposado tequila cocktail, which comes in the lower half of the ceramic bottles.
“Our focus here with our cocktail program is to really deliver on our promise to be a cocktail lounge, not just use the term lightly,” says Fardasani. “When you have 70+ locations in 25+ markets around the world, we really have something for everyone. We just felt that what was missing, and what we want to be a part of, is to create a place that is sensitive to nightlife in the sense that you can get great service, see great people, have great drinks, listen. Good music, but don’t worry about all the nightlife that comes with it.”
The Fleur Room is located at 9201 Sunset Boulevard and is open Thursdays, Fridays and Saturdays from 10 am to 2 am.
Source: Hollywood Reporter
Camila Luna is a writer at Gossipify, where she covers the latest movies and television series. With a passion for all things entertainment, Camila brings her unique perspective to her writing and offers readers an inside look at the industry. Camila is a graduate from the University of California, Los Angeles (UCLA) with a degree in English and is also a avid movie watcher.
