Hosted by the Beverly Hills Conference & Visitors Bureau, a 6,000-square-foot immersive pop-up experience is staged to resemble some of the iconic highlights of the famed town. Located in another iconic spot, Vanderbilt Hall at Grand Central Station, the pop-up officially introduces the tourism board’s “A Style for Every Stay” campaign which showcases the breadth of things to do in the city and the variety of hotel choices: Iconic, Modern Luxury and Chic Boutique. The Beverly Hills Conference & Visitors Bureau is encouraging visitors to bring a packed piece of luggage to the pop-up event as one lucky person and a guest will have an opportunity to be whisked away to Beverly Hills for an instant getaway.
“When you walk into the installation, it feels like a five-star hotel lobby with a concierge desk,” says Lori J. Posner, Founder and Chief Creative Officer at YES Design Group, the creative advertising agency partner of the Beverly Hills Conference & Visitors Bureau, which designed the large-scale installation.
The immersive pop-up showcases elements of the world-famous postal code, such as an inviting hotel lobby with a concierge desk staffed by Beverly Hills ambassadors. A mock circular driveway leads to a fountain and a virtual red-carpet paparazzi photo wall that seemingly transports visitors to a celebrity gala. There is also a rendition of the famous Beverly Hills Garden Park which is complete with the iconic lily pond and Beverly Hills sign.
“People don’t get to Beverly Hills enough, so we thought we’d bring it to New York City,” says Julie Wagner, chief executive of Beverly Hills Conference & Visitors Bureau. “We want to remind everyone of what they are missing when they are not in Beverly Hills. There is something for everyone, from celebrity chefs to fast-casual, from the Waldorf-Astoria to super high-end modern luxury hotels and chic boutiques.”
The city is not only known worldwide for its grand mansions and chic shops along Rodeo Drive, but also for its multitude of art and architecture, spas, salons, hotels and exceptional walkability. “We have beautiful green spaces and shopping on Rodeo Drive and one-of-a-kind boutiques on other streets,” adds Wagner.
Beverly Hills is a true luxury destination as it has the most five-star hotels per square mile than just about anywhere else in the United States, including such luxury hotels as the Montage Beverly Hills, Four Seasons Beverly Wilshire Beverly Hills hotel and Waldorf-Astoria Beverly Hills. A premier vacation and business travel destination, Beverly Hills is also known for its array of dining experiences and wide variety of boutiques and department stores.
“For guests who want a high-end experience there is nowhere else to go,” says Wagner. “Whenever people come, they are surprised by the breadth of product offered by Beverly Hills and that everything there is within walking distance.” In addition, as Beverly Hills is centrally located, it is easy to get to other destinations in Los Angeles from the beach to the Getty Museum or downtown, she adds.
“We think there is a misconception about Beverly Hills—that it is more austere—and really it is really a warm and welcoming extended village-style atmosphere,” says Judy Scheer, partner and Creative Strategist at YES Design Group. “We want people to know that when they come to Los Angeles and California, they should visit Beverly Hills because there is a style for every stay. It is welcoming for everyone with hotels for every touch point. For visitors who are younger and want something small and chic or perhaps more affordable, it offers that. Likewise, there are well-known five-star hotels for visitors who prefer something very iconic and luxurious.”
The first 100 people to visit to the pop-up between 12 p.m. until 1 p.m. on May 15 will be eligible to win an instant trip to Beverly Hills as part of the Beverly Hills “A Style for Every Stay” campaign. Each of the 100 guests will be given a wristband upon arrival to collect a gift box with Beverly Hills mementos at 1 p.m. One of those boxes will have a golden key inside it, and the recipient, along with his or her guest, will be taken directly to the airport via transportation waiting curbside. From there, the winners will fly to Beverly Hills to vacation like a celebrity for three days.
The prize includes roundtrip transportation to and from LAX, a stay at the stylish AKA Beverly Hills, dinner for two at CUT Lounge by Wolfgang Puck, use of a luxury convertible for two days courtesy of Midway Car Rental and two 60-minute facials at the Forbes Five Star, La Prairie Spa at the Waldorf Astoria Beverly Hills.
Those who don’t win the instant prize will still have a chance to experience the city. Indeed anyone who visits the immersive pop-up on May 14 or May 15 can enter to win a grand prize, consisting of roundtrip airfare and airport transportation to and from LAX, a five-night stay at one of its Beverly Hills hotels, a four-day luxury convertible car rental courtesy of Midway Car Rental, dining experiences at restaurants such as Spago, Crustacean and Montage Beverly Hills’ The Rooftop Grill as well as a relaxing massage at the luxurious Tomoko Spa.
For more information, visit lovebeverlyhills.com/astyleforeverystay.
Carrie Coolidge is a Pursuitist contributor based in Manhattan. From 2009 to 2011, Carrie served as Co-Editor of Luxist, the luxury lifestyle website at AOL where she ran the Luxist Awards, a program that honored the very best in fine living. From 1996 to 2009, Carrie was a Staff Writer at Forbes magazine, where she covered real estate, personal finance and the insurance industry, among other areas. Carrie is also the author of six books, including "The Business of America is Business". Follow her on Twitter: @carriecoolidge