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California Dreamin’

(July / August 2017) posted on Fri Jul 21, 2017

Hirsch Bedner Associates (HBA) melds Old Hollywood, new DTLA and lifestyle brand standards into Hotel Indigo’s new flagship in the City of Angels.

By Oriana Lerner

click an image below to view slideshow

The commission for the Hotel Indigo Downtown Los Angeles was pretty much a dream job for Hirsch Bedner Associates (HBA). Not only was the project in the backyard (okay, maybe not with LA traffic) of the firm’s Santa Monica, California office, it also offered a large sweep of creative openness and very high visibility. On the upside: it’s a new build; it’s in one of the biggest developments in Downtown Los Angeles; it’s waving the flag as the new flagship for this growing brand; and it’s the largest Indigo ever.

Hotel Indigo DTLA
Creating a cool-toned shell evokes the elegance of early Hollywood. Contrasting textures in wall treatments, mirror frames and pillows soften the look for the modern guest. Photo: Matt Walla

But even dreams can have some nightmarish challenges. For this 350-room property, that involved layers of complexity. Item one: distilling the essence of this young brand’s style while not implying rigid visual standards. Next up: delivering the comfort level afforded by being part of a major flag (InterContinental Hotels Group (IHG) is the parent of Indigo) but still being individual enough for guests looking for boutique stays like the soon-to-open Hotel Figueroa and functional enough to compete with large conference hotels around the corner.

Hotel Indigo DTLA 
Why try to scale down a generous space? Accenting the reception area's height with a theater-style curtain reinforces the theme and celebrates its volume. Photo: Matt Walla

Then there’s the fact that DTLA is a work in progress. The neighborhood used to be the Los Angeles Convention Center, the Staples Center and one full-service, everybody-goes-there grocery store, Ralph’s. Within a couple of years, it will be home to many of hottest new hotels and eateries in the city.

Hotel Indigo DTLA
Drama doesn't stop in the lobby. A sensual sheen on dark tile gives bathrooms a lounge feel. Photo: Matt Walla


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