The West Hollywood EDITION Opening

Directed the full-scale brand launch of The West Hollywood EDITION, overseeing creative, content, PR, influencer, and experiential strategies that introduced the EDITION brand to the Los Angeles market and drove awareness, cultural relevance, and bookings across luxury, lifestyle, and entertainment audiences.

EDITION Heralds a Third Renaissance For Sunset Boulevard

A gas-station-turned-glittering-getaway, The West Hollywood EDITION is the newest hot spot on L.A.'s iconic Sunset Strip. With playful interiors designed by Ian Schrager and a minimalistic build by famed U.K. architect John Pawson, the 13-story, 190-room hotel is strikingly modern yet approachable.

You’ll notice the dichotomy immediately upon entering through the grand cedar door — sleek Italian travertine marble flooring and columns are juxtaposed with pops of eye-catching color, like a chartreuse pool table, bright blue couches and emerald velvet armchairs. And the green factor, quite literally, is perhaps the hotel’s most mesmerizing design feature: more than $1.2 million was spent on floor-to-ceiling greenery, vine-covered terraces and lush tropical potted plants that punctuate public spaces throughout.

But this high-end hotel is about more than just looks. The West Hollywood EDITION caters to every whim with a stylish restaurant, full-service spa, 24-hour gym, nightclub and rooftop pool and bar. Overall, it’s a tribute to the SoCal lifestyle: sophisticated with a side of fun. Plus, the cityscape views from most rooms do not disappoint.