When Club Med founders Serge Trigano and sons Benjamin and Jeremie set out to open a U.S. outpost of their playful European boutique hotel brand Mama Shelter, they stuck with their proven formula. “We only go to places where we would like to live,” says Benjamin Trigano, whose hip new central Hollywood flagship in a former 1920s hotel building joins five locations in France and Istanbul.
Though Philippe Starck designed the European properties, the six-story West Coast addition calls out to California with neon signage; 70 trendy rooms with 27” iMacs and scripts of L.A.-based films like “Pulp Fiction”; and a homey all-day bistro helmed by chef Benjamin Bailly, with ceiling comprised of chalk drawings by local artists. “Like if Mama Shelter had a baby with Chateau Marmont,” Benjamin Trigano describes. “We didn’t want to make it an homage to L.A., but (wanted to) include a few elements that bring in an L.A. vibe.”
To that, add communal touches like foosball, tables engraved with a Monopoly gameboard (L.A. edition) and a rooftop complete with projection screen, bar/restaurant and Venice Beach-inspired outdoor gym, the outdoor component opening by fall. “Instead of selling cool, we try to sell fun and happiness and togetherness,” Benjamin Trigano says. “That’s what our brand is all about.”