LOS ANGELES--(BUSINESS WIRE)--When Brodin Design Build was commissioned to design the restaurant and lounge for the world’s most iconic music magazine, Rolling Stone, designer Gavin Brodin, who also designed the renowned Crown Bar and Abbey in L.A., set out to capture everything Rolling Stone represents.
The new restaurant and lounge concept previewed its flagship at Hollywood and Highland with the VIP afterparty for the American Music Awards (AMAs) in late November, marking the first-ever licensing of the Rolling Stone name for an American restaurant.
“Stepping into the new Rolling Stone Magazine’s restaurant and bar is entering a world of privilege,” said Brodin. “The travel lounges of the British ruling class meet the conceptualized Paris of the 1870s – a place and time reminiscent of the rise of Bohemia, of Edouard Manet, Jean-Paul Sartre and the famed art salon once housed under the sky-high glass and steel girdered domes of the Palais Royale.”
The 10,500-square-foot space is everything but a copy of a culture past. Rolling Stone/Los Angeles (RS/LA) embodies the fusion of classic and modern, stylish and casual.
“It’s edgy, imaginative, creative and rebellious, where masculine perfection meets classy elegance, and cultural self-assuredness collides with dazzling architectural detail,” added Brodin. “The constant movement between old style European architecture and the fine craftsmanship of contemporary design is seducing.”
Its first impression comes from the street, with a gleaming, two-story, half-cylinder of paned glass that rises from Highland Avenue allowing natural light to flood through during the daytime.
Patrons enter at the second level, from the mezzanine rotunda off Highland, into a lobby highlighted by posh pendant lights, cobblestone-like floors in herringbone limestone, and an antique floor cart salvaged from a defunct citrus factory that serves as a reception desk.
The 5,900-square-foot upstairs dining room welcomes up to 140 guests and an additional 40 on its country-club style patio with its vertical gardens that invite patrons to linger, explore, discover and socialize.
“The space is more than just a restaurant. It’s a lifestyle. It’s a place to be seen. Class, culture and the individualistic signature of the magazine merge seamlessly,” said Brodin. “We are seduced by a wealth of designer detail that starts at the grand entrance of the doors – an expression of art by themselves. Over-sized images of famous musicians are hammered into the concrete walls.”
Above are authentic antique ceilings and a gorgeous, curved caged dome of glass and iron lit by street lamps and custom-made crystal chandeliers bringing to mind the foggy streets of Jack the Ripper. The custom-made, walnut-hued, hardwood floors made of end grain Douglas Fir, giving a butcher block feel, 1950s-styled leather chairs and tufted red-leather banquettes add to the ambiance. One area with five British-style lampposts is illuminated by a leaded-glass ceiling, giving the impression of a natural skylight. Another section is lit by octagonal ceiling fixtures cradling amber LEDs. Illuminated Rolling Stone magazine covers hang from the ceiling while a life-size image of Roger Daltry performing in concert gives the back wall a live show air.
Every element in RS/LA shows impeccable attention to detail and surprise, from the main bar, with its shelving a mix of leaded glass and reclaimed plumbing pipes, to the wall design, which integrates elegant sconces with candid rock photos. Two separate sections provide semi-private dining for large parties.
From the upstairs bar, which features backlit museum lighting, guests can look down from a circular upper landing lit by a grand chandelier. Accessed by an angular steel and sandblasted oak wood staircase, the lower level lounge includes a half-dozen private booths and publicly accessible lounge chairs and banquets that can be reconfigured as a stage for live bands.
“We’ve coated the walls in such a way that when the chandelier is lit, the walls shimmer, making the space come to life,” said Brodin.
Next to the dedicated lounge bar and area for bottle service is a DJ booth, the musical focus of Rolling Stone. To make the music come to life and transform the space into a concert venue, a custom sound system with speakers was installed and 40 computerized lights were strategically positioned throughout the space.
RS/LA also features a VIP lounge separated by a brick-lined tunnel and accented with exposed, reclaimed plumbing pipes, brick walls and an autograph wall with a one-way mirror/window with a view of the lounge bar.
“The space is a statement of class, history and passion for an era of music and cultural change,” added Brodin. “This is Rolling Stone Magazine’s RS/LA.”
Brodin Design Build is located in Beverly Hills, Calif., and is known for having designed such notable projects as the Crown Bar and Abbey, two of the top bars in West Hollywood, as well as many other commercial and residential projects. Brodin Design Build is a full-service design build firm with a dedicated team that takes projects from architectural design to full completion, with Gavin Brodin overseeing every stage of the process. For more information about Brodin Design Build, visit www.brodindesignbuild.com.