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Skinny Monkeys With Goblets = New Paradigm In Luxury

Where: 465 S La Cienega Blvd [map], Beverly Hills, CA, United States, 90048
October 18, 2007 at 11:53 AM | by | Comments (3)

Way back in 2006 we learned Sam Nazarian, the man behind Hollywood club Privilege, was launching his own line of luxury hotels with Phillipe Starck in tote. Then more recently, HotelChatter West did drive by at Le Meridien Los Angeles and noticed renovations were underway.

Fast forward to October 2007 when a little black box from Sam Nazarian arrived at HotelChatter headquarters. The message:

Sam Nazarian and SBE Hotel Group Proudly Present A New Paradigm In Luxury. The first SLS, SLS at Beverly Hills opens in early 2008. Keep listening.

The leave behind is a little black book that starts off with the sentence: "This is not a hotel" accompanied by an illustrated monkey holding a goblet. Don't believe us? The same monkey can be found swinging from your browser here.

Our reaction? Proudly Present A New Paradigm In Luxury sounds a lot like A Game Changing Hotel. That illustrated monkey with a goblet looks like an aneroxic version of our favorite nightlife lovin' beaver with a martini glass. But hey, this is LA right?

Oh and as for the "Keep Listening" part? Seeing that a great deal of HotelChatter stories end that way, SLS must have really nailed that one.

Of course, we eat hotel hype for breakfast and will continue to dissect this first SLS hotel opening like a 10th grade fetal pig.

Related Stories:
· SLS Hotels Coverage [HotelChatter]

Comments (3)

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Re: Skinny Monkeys With Goblets = New Paradigm In

I noticed the link and logo to Starwood and the Luxury Collection - I half hope they are not involved by the end.
CourtneyMay on October 18, 2007 at 12:01 PM #Permalink

"This is not a hotel"

Every time I hear/read/see this, I immediately disregard it. Because obviously, it's a hotel! And there's not just going to be one SLS Hotel. There's going to be a lot of them.

I know they are trying to be coy/paradigm-shifting/game-changing but saying, "This is not a hotel" is as overdone as the boutique hotel itself.

juliana on October 18, 2007 at 12:02 PM #Permalink

Starwood + SLS, Sitting in a Tree

B-r-a-n-d-i-n-g.

Or whatever, I was trying to continue with the "Kissing in a Tree" thing but yes, SLS is part of Starwood.

juliana on October 18, 2007 at 12:14 PM #Permalink

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