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Iconic Hollywood Hotel Gets an All-Star Makeover

The Loews Hollywood Hotel lobby, a modern, elegant space that attracts Hollywood starlets and star-struck guests. Image © Gregory Pierce.

While America was buzzing over the wins and the designer gowns that graced the red carpet during award season, Gensler celebrated the renovation of Loews Hollywood Hotel, located on Hollywood Boulevard and Highland Avenue, also home to the Academy Awards. This 628-room hotel is the quintessential Hollywood property, with the Panorama Suite offering 270-degree views of Hollywood and Los Angeles. Located in the heart of the city, the hotel attracts a range of starlets and star-struck guests.

We met our client, Jonathan Tisch, Chairman of Loews Hotels & Resorts, a few years ago on our first project with the company, Loews Hollywood in Hollywood, California. What used to be a Renaissance Hotel property was acquired by Loews Inc. in 2012, and after a cinematic pitch, in keeping with Hollywood style versus a traditional design presentation, Gensler won the project. The renovation was completed in March 2014, after about a year of strategic design and visioning.

“As we were planning our renovation of Loews Hollywood Hotel, we wanted to make sure that the design aesthetic met the needs of our guests while also paying tribute to our iconic location in the heart of famed Hollywood and Highland,” Tisch said. “In working closely with Gensler, we were able to develop elements and touch points that both leisure and group travelers in today’s travel landscape would appreciate.”

Gensler was contracted to renovate the entire property, from full and partial guestroom scope renovations to suites, function areas, and the heart of the project, the lobby. Our goal was to make the lobby a modern, elegant and sexy space that was attractive to all people – including Hollywood starlets – and the project’s before and after photos show the dramatic transformation. Anyone from the casual jeans and t-shirt type to the buttoned up business attire type is invited to the Loews Hollywood Hotel Lobby – be it a beer drinker, martini sipper or cognac drinking bachelor.

The Loews Hollywood Hotel bar. Image © Gregory Pierce.

In design terms, this translates to a blend of polished, refined finishes, as well as elements that are more inviting and familiar. In aligning with the Loews brand and the building’s existing conditions, including the dynamic location, Gensler welcomed the opportunity to create a story of how Hollywood is experienced from a modern perspective. Taking into account Hollywood’s rich and glamorous history, Gensler paid homage to the past while placing a contemporary twist on the property that will attract a diverse array of guests. It was essential to create a hotel that takes advantage of tourism and the business customer; an environment that feels glamorous and high-end, while ensuring every guest feels the comforts of being at home.

The Loews Hollywood Hotel reception area. Image © Gregory Pierce.

Inspired by the energy that is modern Hollywood, including the dynamic music, emerging local artists and an eclectic blend of international cuisine, Loews Hollywood is sure to be an energetic space that houses the charm that Hollywood provides.

Rashana Zaklit is a Hospitality lifestyle designer in Gensler's San Francisco office. With a background in hotel design, Rashana has adopted an obsession with the guest experience that goes beyond just great aesthetics. Her focus is building a portfolio with projects that connect with people and that evoke a physical and emotional response. Rashana was named one of Boutique Design magazine’s “Boutique 18” up-and-coming designers of 2014. You can contact her at rashana_Zaklit@gensler.com.

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