Redesign of Mosaic Hotel in the Heart of Beverly Hills

By Tim King Design Director, Luxlo | July 12, 2015

Luxlo was honored to redesign Mosaic Hotel, a luxury boutique 49-room property managed by Gemstone Hotels & Resorts and located in the heart of Beverly Hills. With a long history working in the high-end residential sphere, Luxlo felt we could translate the sense of belonging into the hotel experience.

The goal with the refresh was to fuse a European sensibility with a modern American style, which pays homage to our iconic host community. In doing so, Luxlo brought together the best of both the classic and the contemporary.

Upon first arriving at the property pre-renovation, we were struck by the warmth of the place and the friendly staff, which we felt was reflective of the Californian culture. We were inspired by its prime location in the heart of Beverly Hills just blocks from world-class shopping and dining and famed attractions including Rodeo Drive and the Golden Triangle. Mosaic Hotel also boasts easy access to all Los Angeles has to offer from the beach communities to the evolving Downtown scene and the nightlife of Hollywood.

Spending more time in Los Angeles, we were inspired by the light, which brought everything to life. Surprised by how many dark places there were in the city, it was important to embrace every beam of sunlight in the redesign as one of Los Angeles' most defining characteristics.

It was equally important to capture a sense of the host community in the design. California is celebrated in the redesign through the injection of bright colors and original design elements, from the whimsical wallpaper to the ultramodern artwork. We envisioned the lobby as having a luxury, comfortable feel, which evokes a true sense of place and is appealing to travelers and locals alike looking for a home away from home.

Bringing in a bit of Luxlo's British heritage with a few traditional elements, guests are greeted by a classic doorman with a Bowler hat and embraced by a welcoming lobby complete with a medley of the world's finest furnishings and fabrics. Luxlo brought in comfortable residential touches mixed with modern furnishings and artistic touches that provide flashes of color and added whimsical elements such as bespoke silk embroidered Fromental wallpaper-a nod to famed artist David Hockney, who has had a longtime love affair with Los Angeles. He created clusters of seating with elegant shapes, inviting guests to kick back in the lobby. Hard surfaces throughout the lobby have clean, marble finishes and the front desk has an inviting, river rock surface to add to the friendly feel throughout.

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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.