Viceroy Completes Renovation of Chamberlain West Hollywood

. September 07, 2010

LOS ANGELES, CA - September, 4, 2010 - Chamberlain West Hollywood, a contemporary boutique oasis in the heart of Los Angeles, has announced the completion of its new room renovation and redesign, the first since its opening in 2005.

The 114-room property, part of the Viceroy Hotel Group's premier Urban Retreats portfolio, has become a favorite of international travelers with its metropolitan design sensibility, boutique-style amenities and service. Its unparalleled location, on a quaint tree-lined street, offers tranquility and comfort just steps away from some of West Hollywood's most exciting attractions.

The hotel's redesign, as featured in the Los Angeles Times, HotelChatter.com, ELLEDecor.com, and more, boasts an extensive remodel of all guestrooms, suites, bathrooms, fitness center, and the roof-top outdoor pool deck, which offers stunning panoramic views of the Hollywood Hills, city skyline, and West Hollywood.

The new aesthetic is a modern-day interpretation of 1970s and 1980s-era contemporary glamour, inspired by urban capitals like Milan and New York - unique and eclectic, yet comfortable and soothing. The decor incorporates a palette of cool hues including periwinkle and cream, with rich accents of gold, dark chocolate and bronze. Cream and espresso gridlined carpeting anchors rich stone veneer, brassy metal and chrome detailing, and layers of graphic patterns inspired by the pivotal decades, such as grids, checkerboards and chevrons.

Guest rooms feature a loft-like, open-concept layout, some with vaulted ceilings, and use an Asian-inspired screen to separate the living quarters from the bedrooms. All-new bathrooms boast a blend of Negro Marquina, St. Laurent and Carerra marble throughout, as well as curbless showers, frameless glass shower doors, and custom-designed chrome frame vanities with marble tops. Other amenities include Sferra bed linens, LG 42” LCD televisions, Neil George bathroom amenities, high-speed Internet service, and more.

The property's private rooftop pool deck also enjoys a new aesthetic with a fresh pewter, black and white theme across the seating areas, lounge chairs, and private poolside cabanas.

Finally, the hotel's redesign sets the stage for a new restaurant concept in Bistro, the property's dining destination for breakfast, lunch and dinner. Chef Jonathan Peters, who has worked alongside top chef Alain Giraud at Anisette and at downtown Los Angeles hotspot Church & State, has reinvigorated Bistro's California menu with a decidedly European-flavored infusion, inspired by his schooling at Le Cordon Bleu in London. Peters' signature dishes include Pacific Sea Bass, served with candystripe beets, snap peas and lobster butter and ale-braised short ribs, a modern take on a traditional Flemish dish, served with glazed apples and caramelized onions. Another favorite is Peters' Spanish-styled seared tuna -- a simple but colorful dish packed with flavor and accompanied by potatoes and tomatoes sauteed in olive oil, herbs, and paprika.

Chamberlain offers guests a choice of four room types, including a Deluxe Suite (starting at $240), Executive Suite (starting at $270), Premiere One-Bedroom Suite (starting at $340), and the exclusive two-bedroom Chamberlain Suite (starting at $710). For more information on Chamberlain, please visit www.chamberlainwesthollywood.com.

About Viceroy Hotel Group
Viceroy Hotel Group delivers luxury lifestyle experiences that marry provocative design and intuitive service in sought-after locations. Managing hotels under third-party agreements, Viceroy Hotel Group operates two luxury brands, Viceroy Hotels & Resorts and The Tides. Current Viceroy properties include hotels and resorts in Santa Monica, Palm Springs, Miami, Anguilla and Snowmass, Colorado as well as forthcoming openings in Beverly Hills (currently L'Ermitage Beverly Hills, the Maldives and on Sowwah Island in Abu Dhabi. The Tides collection includes resorts in South Beach, the Riviera Maya and Zihuatanejo, Mexico as well as a forthcoming development on St. Lucia in the Caribbean, currently Jalousie Plantation. Viceroy Hotel Group's Urban Retreat Collection includes Avalon Hotel in Beverly Hills; Maison 140 in Beverly Hills; Sheraton Delfina in Santa Monica and Chamberlain in West Hollywood.

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There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.