The understated but opulent cocktail lounge has already hosted occasions for main stars, together with Bella Hadid, Kevin Hart and Canadian prime minister Justin Trudeau.
A brand new enterprise from TAO Group, The Fleur Room, formally opened to the general public in West Hollywood in mid-August.
hThough the hospitality group is most identified for its lavish nightclubs, seaside day golf equipment, and eating places in main markets like Las Vegas, New York, London, Miami, Dubai, Shanghai, Singapore and, in fact, Los Angeles, The Fleur Room marks a definite pivot away from the noise and strobe lighting which have turn out to be the language of nightlife, and as an alternative presents a delicate, extra grownup cocktail lounge expertise.
“We needed to create a vacation spot that was refined and never nightlife-centric, a spot the place adults can go and have a drink, socialize slightly bit extra, be current and a bit extra engaged,” Tao Group Hospitality CMO Pavan Pardasani tells The Hollywood Reporter.
With this in thoughts, The Fleur Room’s messaging is noticeably extra understated, thanks partly to the velvet seating, marble cocktail tables, and jewel tone colours that make up the design scheme (impressed by London members golf equipment, in accordance with Pardasani). The Fleur Room, which is reservation solely, shouldn't be essentially for the partygoer, however as an alternative a spot crafted deliberately for a post-dinner drink or pregame earlier than an evening out in town. “It’s about smaller, extra intimate conversations,” says Pardasani.
The opening of The Fleur Room’s doorways has been gradual by design. The reservations-only cocktail lounge, which is situated on Sundown Boulevard, has been absolutely realized and functioning for almost 4 months, however the crew behind the house determined to open as summer season slows into fall, a strategic alternative since most holidays have been had and individuals are returning and settling into Los Angeles once more.
Through the months it has been quietly open, The Fleur Room has welcomed a smattering of movie star clientele: Kendall Jenner, Lori Harvey, Jason Oppenheim and Ryan Philippe to call just a few. It has additionally hosted a number of Hollywood particular events, like Kevin Hart’s celebration, Stephen Curry’s ESPYs occasion, album listening events for each DJ Calvin Harris and singer Giveon and Bella Hadid’s Kin Euphorics launch.
“After we’re opening a nightclub, we go for an enormous bang as a result of we want as many individuals to seek out out concerning the place as attainable. That’s simply a part of the enterprise mannequin,” Pardasani says. “However whenever you’re going for an understated cocktail lounge, I feel you need to create extra of an natural groundswell. And that requires being considerably considerate about who we would like the viewers to in the end be and the way can we cater to them.”
Maybe essentially the most shocking occasion got here within the type of a personal, 20-person cocktail occasion for Justin Trudeau, prime minister of Canada, when he was in Los Angeles for the Summit of the Americas convention in early June.
“I obtained a cellphone name from a good friend of mine who was producing an occasion for Justin Trudeau, and he mentioned Justin was searching for a spot to go after the summit,” Pardasani remembers. “It was a scene out of no matter film you may consider, with Secret Service and native police scoping the place out.”
So whereas The Fleur Room is already making a reputation for itself within the Hollywood scene, the TAO crew is in the end seeking to entice a “cross-section of the industries that basically make L.A. tick,” Pardasani says. “I feel this [city] was once actually entertainment-driven, however we’ve seen issues change.”
To this point, individuals working in music, movie, vogue, and now tech, a comparatively new hospitality viewers in Los Angeles, have frequented the venue essentially the most.
The beverage program, led by Tao Group Hospitality’s beverage director Craig Schoettler (Alinea, The Aviary), is the raison d’être, particularly since there’s no meals on the menu. Standouts embrace “La Pina,” a mezcal cocktail that includes Dos Hombres, one in all The Fleur Room’s companions, and a “tremendous premium” Casa Azul reposado tequila cocktail, served within the backside half of the blue-and-white ceramic bottles themselves.
“Our focus right here with our cocktail program is actually delivering for our visitors on that promise of it being a cocktail lounge, and never simply utilizing that time period frivolously,” Pardasani says. “When you've gotten that over 70 places in over 25 markets world wide, we positively have one thing for everyone. We simply felt that what was lacking — and what we’d like to be part of — is to create a spot that had a nightlife sensibility within the sense that you can get nice service, see a fantastic crowd, have nice drinks, hearken to some nice music, however not cope with the whole lot that comes together with nightlife.”
The Fleur Room is situated at 9201 Sundown Boulevard and is open Thursday, Friday and Saturday from 10 p.m. to 2 a.m.