Not just a pretty face …. EDG repositions Viceroy Santa Monica through branding, interior design, and bottom-line business thinking.

Viceroy Santa Monica, owned by Pebblebrook Hotel Trust, originally opened in 2000 as the original Viceroy Hotels & Resorts property. This spring, the hotel completed a $21 million renovation that reimagines the lobby, social spaces, and guest rooms for a new generation of travelers.

The original Kelly Wearstler design embodied Hollywood Regency in style and embraced the notion of being “hidden.” We were challenged to reclaim the hotel’s position as a local scene setter–with a nod to the past and an eye to the future. We shifted the perspective by creating a generational identity change. Our muse was “Edgar,” the fictitious grandson of the original hotel maven and a rebellious, modern millennial who brings his style to every touchpoint.

The project opens the Viceroy to Santa Monica’s vibrant coastal energy while integrating a new focus on functionality and operational efficiency. At Sugar Plum, the property’s signature restaurant and bar, we created a lively indoor-outdoor experience that maximizes the union labor model for more profitable hotel operations. The newly relocated reception area allows a clear sight line out to the pool deck. Our luxurious guest room design brings the outdoors in while reusing original materials and furnishings to reduce waste. A fresh collection of commissioned local art brings this energized concept to life.

See more in the Los Angeles Business Journal and InspireDesign.

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