We just felt that what was missing, and what we’d like to be a part of, is creating a place that has a sensibility of nightlife in the sense that you could get great service, see a great crowd, have a great drink, listen to great music, but not deal with everything that goes with nightlife.” “When you have over 70 locations in over 25 markets around the world, we definitely have something for everyone. “Our focus here with our cocktail program is to really deliver to our guests the promise of being a cocktail lounge, and not just use that term lightly,” says Pardasani. Highlights include “La Pina,” a mezcal cocktail with Dos Hombres, one of The Fleur Room’s partners, and a “super premium” Casa Azul shot tequila cocktail, served in the bottom half of the same blue and white ceramic bottles. The beverage program, led by Tao Group Hospitality beverage director Craig Schoettler (Alinea, The Aviary), is the raison d’etre, especially since there’s no food on the menu. So far, people who work in music, film, fashion and now technology, a hospitality audience relatively new to Los Angeles, have frequented the place the most. “I believe that it used to be really entertainment-driven, but we’ve seen things change.” So while The Fleur Room is already making a name for itself in the Hollywood scene, the TAO team is ultimately looking to attract a “cross-section of the industries that really make LA tick,” Pardasani says. “It was a scene from any movie you can imagine, with the Secret Service and the local police scouting the place.” “I got a phone call from a friend of mine who was producing an event for Justin Trudeau, and he said Justin was looking for a place to go after the summit,” Pardasani recalls. Perhaps the most surprising event came in the form of a 20-person private cocktail party for Justin Trudeau, Prime Minister of Canada, when he was in Los Angeles for the Summit of the Americas conference in early June. And that requires being a little bit thoughtful about who we ultimately want the audience to be and how we serve them.” “But when you’re going to a low-key cocktail party, I think you want to create more of an organic buzz. That’s just part of the business model,” Pardasani says. “When we open a nightclub, we make a big explosion because we need as many people to know the place as possible. She has also hosted several special Hollywood occasions, including Kevin Hart’s birthday party, Stephen Curry’s ESPYs party, album listening parties for both DJ Calvin Harris and singer Giveon’s Kin Euphorics launch and Bella Hadid. In the months it’s been quietly open, The Fleur Room has welcomed a small celebrity clientele: Kendall Jenner, Lori Harvey, Jason Oppenheim and Ryan Philippe, to name a few. ‘slows down in the fall, a strategic choice since most vacations have been had and people are returning and settling back into Los Angeles. The reservation-only cocktail bar, located on Sunset Boulevard, has been up and running for nearly four months, but the team behind the space decided to open as summer winds down. The opening of The Fleur Room’s doors has been gradual by design. “It’s about smaller, more intimate conversations,” says Pardasani. The reservation-only Fleur Room isn’t necessarily for party-goers, but is an intentionally designed venue for after-dinner or pre-game drinks before a night on the town. 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 design scheme (inspired by members’ clubs of London, according to Pardasani). “We wanted to create a sophisticated, non-nightlife-focused destination, a place where adults could go for a drink, socialize a little more, be present and a little more engaged,” explains Pavan Pardasani, CMO of Tao Group Hospitality. HAlthough the hospitality group is best known for its luxurious nightclubs, beach day clubs and restaurants in major markets such as Las Vegas, New York, London, Miami, Dubai, Shanghai, Singapore and, of course, Los Angeles, The Fleur Room marks a move away from the noise and strobe lighting that has become the parlance of nightlife and instead offers a subtle, more grown-up experience. A new TAO Group venture, The Fleur Room, officially opened to the public in West Hollywood in mid-August.
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