A new venture from TAO Group, The Fleur Room, officially debuted in West Hollywood in mid-August.
h Although the hotel group is best known for its lavish nightclubs, beach day clubs and restaurants in major markets such as Las Vegas, New York, London, Miami, Dubai, Upper Hai, Singapore and of course, Los Angeles, The Fleur Room marks a distinct departure from the noise and flickering lights that have become the language of nightlife, and instead offers a quintessential cocktail lounge experience. economy, for adults.
“We wanted to create a sophisticated and non-nightlife-focused destination, a place where adults can go for a drink, socialize a little more, be a little more present and engaged,” said CMO Pavan Pardasani of Tao Group Hospitality says The Hollywood Reporter.
With this in mind, The Fleur Room’s message is subtly notable, thanks in part to the velvet seating, marble cocktail table and jewel tones that make up the design scheme (inspired by the from member clubs in London, according to Pardasani). The Fleur Room, reserved for reservations only, is not necessarily for partygoers, but is instead a purposefully designed place to enjoy an after-dinner drink or pre-party before a night out. on the town. “It’s about smaller, more intimate conversations,” says Pardasani.
The opening of the Fleur Room was designed gradually. The reservation-only cocktail lounge, located on Sunset Boulevard, has been up and running for nearly four months, but the team behind the space decided to open as summer slows into fall. a strategic choice as most vacations are available and people are returning and relocating to Los Angeles.
During the months of quietly opening, The Fleur Room has welcomed many celebrity customers: Kendall Jenner, Lori Harvey, Jason Oppenheim and Ryan Philippe. It has also hosted a number of Hollywood specials, such as Kevin Hart’s birthday party, Stephen Curry’s ESPY party, album listening parties for both DJ Calvin Harris and singer Giveon, and the premiere of Bella Hadid’s Kin Euphorics.
Ashley Randall
“When we open a nightclub, we make a big splash because we need as many people to learn about the place as possible. It’s just part of the business model,” Pardasani said. “But when you go to a sophisticated cocktail lounge, I think you want to create more of an organic oil well. And that requires you to think a little bit about who we ultimately want our audience to be and how we serve them. ”
Perhaps the most surprising event came in the form of a private cocktail party for 20 for Canadian Prime Minister Justin Trudeau when he was in Los Angeles for the Summit of the Americas in early June.
“I got a phone call from a friend of mine who was organizing an event for Justin Trudeau, and he said Justin was looking for a place to go after the summit,” Pardasani recalls. “It’s a scene from any movie you can think of, with the Secret Service and local police scouring the place.”
So while The Fleur Room has made a name for itself in Hollywood, the TAO team is ultimately looking to appeal to a “cross-section of industries that really get LA’s attention,” Pardasani said. “I think this [city] used to be really entertainment-oriented, but we’ve seen things change. ”
By far, people working in music, film, fashion and now technology, a relatively new clientele in Los Angeles, have been the most frequent visitors to the location.
Courtesy of AVABLU
The drinks show, led by Craig Schoettler, the beverage director of Tao Group Hospitality (Alinea, The Aviary), is a treat, especially since there’s no food on the menu. Highlights include the “La Pina,” a mezcal cocktail featuring Dos Hombres, one of The Fleur Room’s partners, and a “super-premium” tequila cocktail Casa Azul, served in the bottom half of the restaurants themselves. blue white ceramic bottle.
“Our focus here with our cocktail program is to really give our customers the promise that it is a cocktail lounge, and not just use that term lightly,” says Pardasani. Pardasani said. “When you have over 70 locations in over 25 markets around the world, we definitely have something for everyone. We just felt that what was missing – and what we wanted to be a part of – was to create a place that was nightlife in the sense that you could get great service, meet a great crowd. , has great drinks, listen with some great music, but doesn’t deal with everything that comes with nightlife. ”
The Fleur Room is located at 9201 Sunset Boulevard and is open on Thursdays, Fridays and Saturdays from 10pm to 2am
