Written by Staff Writer at CNN London, Henry Nwafor
InterContinental Hotels – the brand which brought the jet-set lifestyle to British hotel rooms in the 1960s — is exporting its glam appeal for a new generation of travel lovers.
In partnership with film producers Robert L. Johnson, chairman of RLJ Entertainment, and Camille Richman of Highwire Productions, the company developed the InterContinental Hotel Centric, a concept store set in the heart of New York City’s Madison Avenue.
In December 2016, the first location opened on Rodeo Drive, Los Angeles. Its success has been impressive, with further shops set to open in Singapore and Mexico City, with more to follow in New York and London
The Place des Pleures Hollywood, V Boulevard , Los Angeles, California, United States
The square avenue square, Rodeo Drive in Los Angeles, is the epitome of designer glitter.
So what exactly are this latest concept hotels’ creations? Their shopping streets have it all: very glamorous signage, over-sized photos of Oscar Winners and a similarly glamorous facade, all designed by renowned interior designer Kelly Wearstler.
InterContinental has fashioned at-home luxury in America with this Hollywood-inspired venture.
Although the stores are intended to host a range of luxurious products, the real focal point of the exhibitions and displays is the sleek and modern women’s dresses — debuting at Rodeo Drive — on display.
Every element on display was inspired by 1950s style, reflecting the legacy of the brand and being from the best designers of the moment, Kate Spade New York, Vera Wang, Miu Miu, Kate Spade New York and Miu Miu.
InterContinental Hotels & Resorts, the outfit behind this design concept.
Richman took inspiration from the arrival of the bus to be “a means of transport to a new era of glamour that InterContinental would want to ride.”
This was shared by Kevin Brooks, the General Manager at InterContinental’s New York Madison Avenue hotel, who explains why they were so keen to produce a series of “shows that felt like I was living my own fantasy” after the brand saw the success of the first Rodeo Drive shop.
Given how much of the American experience is contained in those small shopping streets, it’s no surprise that these boutique hotels offer a shopping experience that can’t be replicated outside of America.
That’s not to say these hotels can’t relate to the US experience of the past and present; in November, the Hotel InterContinental Los Angeles will house a “Luxury Collection of Design: Los Angeles 1960 to 2014,” which will explore “the craft of design and the evolution of the style at the crossroads of fashion, leisure and life in the western entertainment capital of the world.”
Looking for a hint of old glamour? The shop will be housing a selection of film props from the heyday of the industry, including a tuxedo worn by Gene Kelly in his film “Anchors Aweigh” and a group shot by famed photographer Mandy Stadtmiller.
InterContinental Hotel Centric Rodeo Drive and the hotels’ new design concept is certainly a daring travel endeavor. In a crowded industry, and especially where hotel chains like Marriott and Hilton are looking to knock on the same doors as InterContinental, it’ll be interesting to see how the company fares with clients looking for something different.
InterContinental Hotels & Resorts have no doubt enjoyed the response, expecting this is a project that will be a “grand success.”
As for the stars, it’s likely that the entrance will have become a crowded place and, perhaps, something of a character study for the likes of Cher, Marilyn Monroe and Elizabeth Taylor, who toured the branches in the 1960s.
Well worth a visit yourself? Let us know in the comments.
Editor’s Note: This article was originally published on March 13, 2016. It has been updated to reflect the new year-end opening dates of the New York and Hollywood stores.