Hospitality Design - July 2014 - 62

trends

startups
Photo by RYAN FORBES/AVABLU

perspectives

1

Photo by TIFFANY ROSE

Photo by AMANDA DEMME

2

Studio Collective
Santa Monica, California

Photo courtesy of CAESARS ENTERTAINMENT

Who: Adam Goldstein, Leslie Kale, and
Christian Schulz
When: Goldstein and Schulz were working
together at sbe in Los Angeles, but when the
economy went south in 2008, their positions
were eliminated. Founder, chairman, and CEO
of sbe, Sam Nazarian approached Schulz and
Goldstein and asked if they would finish the
halted Hyde Lounge project at the Staples Center
in LA. Kale, who was working in the film and
fashion industry, was recruited by Schulz to help
with FF&E on the project.
Why: Starting a boutique firm was not planned,

Schulz says. As he and Goldstein were phased
out of sbe, the time off allowed them to regroup.
After losing his job, "there was no way to go
but down," Goldstein says. "There were no jobs,
especially for high-level designers." It may have
been the worst time in the economy, but for the
projects available, people were looking for good
value. Within a few months, the trio had three
projects lined up. "They weren't huge remodels,
but they weren't tiny remodels either," Schulz
says. Those projects were the reason Studio
Collective was created.

Back to Basics: "In the beginning, there

was no money," Goldstein says of the firm's
beginning in 2009. "We didn't come from a

062

July 2014 hospitalitydesign.com

1. Studio Collective's
first project as a new
firm was Hyde Lounge in
LA's Staples Center.

3

place where we had tons of savings. There
wasn't that type of contingency plan in place."
But they were hopeful. "We never doubted that
we were going to make it," Schulz says. "The
economy was slow, but we had a lot of work to
do." They worked without receiving a paycheck
in the early stages. But it paid off, teaching them
about the minutiae of the process. Now the
team knows every detail about every product.
"We got really good at sharpening our pencils,"
Kale says. "It's a good exercise with new clients
because we know what things cost."

Success Stories: The Spare Room project at

the Hollywood Roosevelt Hotel confirmed to the
team that they were on the right path. "When
that opened, it was only our second project. It
was very exciting," Goldstein says. The owners

2. The threesome
completed the
Bungalow at the
Fairmont Miramar Hotel
in 2012.
3. The firm's recently
finished GIADA
restaurant in the
Cromwell in Las Vegas
offers warm and inviting
interiors.

of the Spare Room, Med Abrous and Marc Rose,
were tired of bottle-service clubs and wanted a
concept that was more intimate and comfortable.
"We tied [the Spare Room] to our growth as a
company," Goldstein remembers. "They pushed
us on the design side."

Projects on the Boards:

Drunken Dragon, Miami Beach
American Cocktail Club, ARIA Resort &
Casino, Las Vegas
GIADA, the Cromwell, Las Vegas
The Goodland, a Kimpton Hotel, Goleta,
California
Landsby Inn Hotel, Solvang, California


http://www.hospitalitydesign.com

Hospitality Design - July 2014

Table of Contents for the Digital Edition of Hospitality Design - July 2014

Hospitality Design - July 2014
Contents
Online TOC
From the Editor
People
People
Perspectives
Sketchbook
State of the Industry
Startups
Eastern Canada
Radical Innovation in Hospitality Award
5 Questions for Jason Pomeranc
Products
Emma Gardner
Turquoise
IIDA/HD Product Design Competition
Lighting
HD Americas Preview
From the Show Director
Keynote Speaker
Conference Highlights
The Power of Story
Ad Index
Back Space
Hospitality Design - July 2014 - Intro
Hospitality Design - July 2014 - Hospitality Design - July 2014
Hospitality Design - July 2014 - Cover2
Hospitality Design - July 2014 - 1
Hospitality Design - July 2014 - 2
Hospitality Design - July 2014 - 3
Hospitality Design - July 2014 - 4
Hospitality Design - July 2014 - 5
Hospitality Design - July 2014 - 6
Hospitality Design - July 2014 - 7
Hospitality Design - July 2014 - 8
Hospitality Design - July 2014 - 9
Hospitality Design - July 2014 - 10
Hospitality Design - July 2014 - 11
Hospitality Design - July 2014 - 12
Hospitality Design - July 2014 - 13
Hospitality Design - July 2014 - 14
Hospitality Design - July 2014 - 15
Hospitality Design - July 2014 - 16
Hospitality Design - July 2014 - Contents
Hospitality Design - July 2014 - 18
Hospitality Design - July 2014 - 19
Hospitality Design - July 2014 - 20
Hospitality Design - July 2014 - 21
Hospitality Design - July 2014 - 22
Hospitality Design - July 2014 - Online TOC
Hospitality Design - July 2014 - 24
Hospitality Design - July 2014 - 25
Hospitality Design - July 2014 - 26
Hospitality Design - July 2014 - 27
Hospitality Design - July 2014 - 28
Hospitality Design - July 2014 - 29
Hospitality Design - July 2014 - From the Editor
Hospitality Design - July 2014 - 31
Hospitality Design - July 2014 - 32
Hospitality Design - July 2014 - 33
Hospitality Design - July 2014 - People
Hospitality Design - July 2014 - 35
Hospitality Design - July 2014 - 36
Hospitality Design - July 2014 - 37
Hospitality Design - July 2014 - 38
Hospitality Design - July 2014 - 39
Hospitality Design - July 2014 - People
Hospitality Design - July 2014 - 41
Hospitality Design - July 2014 - 42
Hospitality Design - July 2014 - 43
Hospitality Design - July 2014 - 44
Hospitality Design - July 2014 - 45
Hospitality Design - July 2014 - 46
Hospitality Design - July 2014 - Perspectives
Hospitality Design - July 2014 - 48
Hospitality Design - July 2014 - Sketchbook
Hospitality Design - July 2014 - 50
Hospitality Design - July 2014 - 51
Hospitality Design - July 2014 - 52
Hospitality Design - July 2014 - 53
Hospitality Design - July 2014 - 54
Hospitality Design - July 2014 - 55
Hospitality Design - July 2014 - 56
Hospitality Design - July 2014 - State of the Industry
Hospitality Design - July 2014 - 58
Hospitality Design - July 2014 - 59
Hospitality Design - July 2014 - 60
Hospitality Design - July 2014 - Startups
Hospitality Design - July 2014 - 62
Hospitality Design - July 2014 - 63
Hospitality Design - July 2014 - 64
Hospitality Design - July 2014 - 65
Hospitality Design - July 2014 - 66
Hospitality Design - July 2014 - 67
Hospitality Design - July 2014 - 68
Hospitality Design - July 2014 - Eastern Canada
Hospitality Design - July 2014 - 70
Hospitality Design - July 2014 - 71
Hospitality Design - July 2014 - 72
Hospitality Design - July 2014 - Radical Innovation in Hospitality Award
Hospitality Design - July 2014 - 74
Hospitality Design - July 2014 - 75
Hospitality Design - July 2014 - 5 Questions for Jason Pomeranc
Hospitality Design - July 2014 - 77
Hospitality Design - July 2014 - 78
Hospitality Design - July 2014 - Products
Hospitality Design - July 2014 - 80
Hospitality Design - July 2014 - Emma Gardner
Hospitality Design - July 2014 - 82
Hospitality Design - July 2014 - Turquoise
Hospitality Design - July 2014 - 84
Hospitality Design - July 2014 - 85
Hospitality Design - July 2014 - 86
Hospitality Design - July 2014 - IIDA/HD Product Design Competition
Hospitality Design - July 2014 - 88
Hospitality Design - July 2014 - 89
Hospitality Design - July 2014 - 90
Hospitality Design - July 2014 - 91
Hospitality Design - July 2014 - 92
Hospitality Design - July 2014 - 93
Hospitality Design - July 2014 - 94
Hospitality Design - July 2014 - 95
Hospitality Design - July 2014 - 96
Hospitality Design - July 2014 - Lighting
Hospitality Design - July 2014 - 98
Hospitality Design - July 2014 - 99
Hospitality Design - July 2014 - 100
Hospitality Design - July 2014 - 101
Hospitality Design - July 2014 - 102
Hospitality Design - July 2014 - 103
Hospitality Design - July 2014 - 104
Hospitality Design - July 2014 - 105
Hospitality Design - July 2014 - 106
Hospitality Design - July 2014 - 107
Hospitality Design - July 2014 - 108
Hospitality Design - July 2014 - HD Americas Preview
Hospitality Design - July 2014 - From the Show Director
Hospitality Design - July 2014 - 111
Hospitality Design - July 2014 - 112
Hospitality Design - July 2014 - Keynote Speaker
Hospitality Design - July 2014 - Conference Highlights
Hospitality Design - July 2014 - 115
Hospitality Design - July 2014 - 116
Hospitality Design - July 2014 - 117
Hospitality Design - July 2014 - 118
Hospitality Design - July 2014 - The Power of Story
Hospitality Design - July 2014 - 120
Hospitality Design - July 2014 - 121
Hospitality Design - July 2014 - 122
Hospitality Design - July 2014 - 123
Hospitality Design - July 2014 - 124
Hospitality Design - July 2014 - 125
Hospitality Design - July 2014 - 126
Hospitality Design - July 2014 - 127
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Hospitality Design - July 2014 - 142
Hospitality Design - July 2014 - 143
Hospitality Design - July 2014 - 144
Hospitality Design - July 2014 - 145
Hospitality Design - July 2014 - 146
Hospitality Design - July 2014 - 147
Hospitality Design - July 2014 - Ad Index
Hospitality Design - July 2014 - 149
Hospitality Design - July 2014 - 150
Hospitality Design - July 2014 - 151
Hospitality Design - July 2014 - Back Space
Hospitality Design - July 2014 - Cover3
Hospitality Design - July 2014 - Cover4
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