From Super Secret Hotel Maven Ether

Booking The London
My initial impressions of the London West Hollywood are fairly positive. I was somewhat apprehensive about booking for the first two nights of their opening, April 1-3, given my horrible experience with the delayed Palazzo opening in Las Vegas. "What if they don't open on time?" I had NO backup plans.

It seems like this was on the London's mind as well. Malik, the concierge, called me a few days before my trip to reassure me that all was well and that the hotel would be opening on time. He also offered to arrange dining or entertainment for me during my stay and his knowledge of the local scene seemed to be spot on. I felt immediately better about my trip.

Arriving at the Hotel
The hotel is about 20-30 minutes from LAX, depending upon traffic and route. THIS IS A HIDDEN HOTEL. There is no sign or marquee entrance. I'm not sure what they are going for -- the "we are so exclusive we don't need signage"-- but even my friend who is a local and lives in Hollywood couldn't find the hotel!

From the outside the hotel is still fairly green. The exterior was only half-painted when I arrived. The South Towers should be completed by next week I was told.

They seemed to be overstaffed for the opening, which I think is a good thing. The staff, however, are expectedly a little green. As I pulled into the driveway off San Vincente, I was re-directed to the back of the hotel on Larabee street and told to have the valet park my car. When I drove around the block and pulled in, it took about five minutes before anybody showed up. Not exactly a warm greeting. Frank, a hotel employee (not the valet) eventually came over and helped me to the front desk.

Hotel Pet
The hotel mascot, an English Bulldog was on hand to personally greet me as I walked in. I think he was there on other business though, it looked like news crews were out front for a grand opening ceremony.

Check-In
Ashley at the front desk wowed me by saying, "Mr. Ether, Welcome to the London!". I love it when they know my name even before I've said anything to anyone. This has only happened to me twice before, every time at the Park Hyatt Tokyo, and at the Peninsula Bangkok. They must read it off my baggage tags or something. However they do it, I love the touch. Check in was painless, no forms to sign, just a quick swipe of my credit card.

Ashley told me that complimentary passes to Equinox gym were available, as was free catered continental breakfast in the morning and use of the rooftop pool at a neighboring hotel, until the London's own Gordon Ramsey restaurant, fitness center and rooftop pool opened.

Room Reaction
I had booked a one-bedroom suite, the highest room category at the London (advertised as 1200 square feet). When I arrived in my room, it was not a one-bedroom suite. It was one of their premier crown suites (located on the corners of the hotel with views of the Hollywood hills. However, unlike the other rooms in this category, it doesn't have a soaking tub.

I called the front desk to complain and was told that the one bedroom suites were located in the South Tower and because they were still being painted, my suite wasn't available and I was downgraded to the crown suites. I asked to be moved to a room with a soaking tub, and they moved me to a room on the third floor. As compensation, they charged me $299 for the $349 crown suite.

Room With a View
The views are definitely not all equal. My view in in this room was far superior to that on the fifth floor.

Decor & Design
The room itself is fairly nice. There are touches that are lacking, like access panels in the living room that they haven't bothered to conceal with artwork. The absence of really any special artwork to distinguish the rooms is also telling.

The suite itself is nice sized, but I do wish they spent a bit more effort with decor. I think they are aiming for hip 30-somethings, given the area (West Hollywood). The room itself does not speak to luxury the way RC, FS, or Pen would (nor would I necessarily expect them to). Nor is it Andre Balazs luxury in the sense of the understated Mercer.

I guess I wish the London would have embraced a bit more of the personality of its locale, while remaining true to itself. A big blown-up Warhol painting of Marilyn against the staid English paneling on the walls, sure why not, that would be fun. Too bad. No artwork really, to speak of.

Walking the small public areas, the signature scent of the London seems to be "new car smell". They need to get Blaise Mautin in to create a signature scent to intoxicate the way Park Hyatt Vendome does. Okay, well if that would be too over the top, a little bit of air freshener would certainly help tons! The London bills itself as a luxury hotel. These things speak luxury to me.

Opening Glitches
The printed card of television stations is completely wrong, and the video system was a bit on the fritz during my stay. Nice sleek LCD flat panels, though. They were nice. The light switches are complicated, of the Lutron variety.

The switch in the bathroom was on the fritz and I had to hit it five times before it would turn on. The hot water takes about 3 minutes to turn on. Run the shower (you have two shower heads to choose from) for a while before you step in. The toiletries are nice but not Molton Brown (isn't that the only obvious choice for an "English" hotel!). They are generic house-branded stuff.

The clock has an iPod dock to play music, my iPhone fit perfectly and I didn't need to bring a charger. Too bad the clock was off by two hours and I couldn't figure out how to set the time!

The room layout is a bit awkward. My friend and I both knocked our knees against the furnishings several times during our stay. The lack of lighting and unexpected jutting of the furnishings may continue to leave shin marks on future hotel guests!

Amenity Assessment
Small touches matter. The mini-bar contains a pull-out tray with glasses under the sink. The hotel left the raw-plumbing exposed. There is something about hotel glasses and their storage under a sink with raw plumbing exposed that is unappetizing to me. Definitely not luxury! The mint-green case goods in the room might be hip now, but I can see it quickly dating the hotel as fashion changes.

Location, Location, Location
The best thing about the London West Hollywood is the location, location, location! Stunning views of the Hollywood Hills. If you are young and hip, you are already in the middle of the action. Go to dinner at Lucques, or Sona, two of LA's top restaurants are only a stone's throw away. Go work-out at Equinox with a free day pass (great to people watch while you work out!), then spend an afternoon at Caffe Primo with their free wifi and great outside tables. The Viper room is a stones throw away.

Bottom Line
Overall, I think I would definitely stay at the London West Hollywood again because of the size of the rooms and the location. When the hotel restaurant and rooftop pool open, I'm sure this will be the premiere place in West Hollywood to see and be seen. For now, the rooftop pool that guests can use is at the Valadon hotel down the block on Larabee. The hotel will provide car service from 7am-7pm for the pool.

The best thing I've noticed so far about this hotel is the staff. I hope they continue to treat every customer as well as I have been treated, once the newness and honeymoon period is over.

While I was waiting for the valet to get my car one morning, Frank came over to me and apologized again for my problems from the previous day. "Mr. Ether, how are you doing this morning?" "I hope you are enjoying your stay, anything I can do just let me know."

Related Stories:
Snapshot :: Inside the Just-Opened London West Hollywood