Posted May 9, 2007, 12:00 AM EDT
LOS ANGELES The kickoff party for the Stoli Hotel pop-up felt like the grand opening for a hot new boutique property. That ’70s Show actor Danny Masterson DJ’ed for a sampling of celebs (the likes of pre-jail Paris Hilton, Andy Dick, Bai Ling, and James Blunt), some guests lounged on ottomans and lingered around the Stoli-only bar, and others opted for spa services. But this isn’t a real hotel—it’s a smart marketing idea from the Stolichnaya vodka brand.
Stoli senior brand manager Adam Rosen said the goal of the temporary hotel is to deliver a cool experience while reinforcing the vodka as one of the top-selling brands in the country. “Stoli was the first premium vodka brand in the U.S., it was the first to offer new flavors, the first to launch a premium flavor,” Rosen says. “We had to make this as big as the Stoli brand is.” New York architectural and design firm Pompei A.D. came up with the look, taking inspiration from Hotel Moskva, the Red Square hotel pictured on Stoli labels.
Instead of just taking over a few floors of an existing hotel, Stoli has created a multisuite space in a 10,000-square-foot Hollywood warehouse, complete with reception desk, hallways, bar, and spa. The five suites, color-coded to match various Stoli flavors (orange, raspberry, blueberry, and vanilla, plus one for the luxury Elit brand) are filled with beds, low-slung couches, and vodka. Guests can watch V.I.P.s through one-way-mirrored windows, and footage from cameras in the Vanil room plays back on TV screens in the Razberi room—all very voyeuristic touches.
Green Bliss Mobile Spa provides massages and manicures in the Stoli Spa, which featured Stoli-monogrammed towels and robes.
Gen Art will present a party for label Jovovich-Hawk on May 14, and GQ, Los Angeles Confidential, Playboy, In Style, and AIDS Project Los Angeles are among the other brands taking advantage of the event space during its monthlong stay in Los Angeles. In-house planners from each group worked with Amanda Turnbull from Legacy Marketing for their individual events, and local vendors such as Bread & Wine Catering, Flaming Flower Productions, and Carving Ice are working on many of the events. The Stoli Hotel will also travel to New York, Miami, and San Francisco.