“It’s a strictly social club and meant for having fun,” says Estelle Lacroix, the Managing Director of Lifestyle at the new The Britely club, opening early this summer within West Hollywood’s new Pendry Hotel. “It’s not about being on your laptop all the time, but creating an actual sense of community where you can get introduced to other members through the community manager and pop in solo on a night when you don’t have plans and be able to see people you know.”
Limited to just 2,000 members, the club aims to build an eclectic—yet curated—membership mix. “We believe in having good people, not just creative types. If you’re in finance, you won’t be turned away,” says Lacroix, who has worked in hospitality at brands that range from The Ritz-Carlton to Thomas Keller and was previously at NeueHouse and The Polo Lounge. Programming at the club will be key, with cultural events targeting members’ needs and interests, but food and service is paramount for the club.“Although technically separate from the Pendry Hotel, our staff is still trained through the Montage/Pendry system, and we’re keen on the hospitality aspect here,” says Lacroix. “And, like the unbuttoned nature that’s inherent in the Montage brand, we don’t want our guests feeling like there are too many rules or that they have to be policed. It’s meant to be fun.”
The 25,000-square-foot club will be located within the Pendry, which has taken over the original House of Blues space on Sunset Boulevard. Like the hotel, the club is designed by Martin Brudnizki who has also created the SoHo Beach House Miami, Annabel’s in London, and the Surf Club Restaurant by Chef Thomas Keller at the Four Seasons Surf Club in Miami. “The club has been inspired by the glamour and vibrancy of Hollywood and the fresh colors synonymous with a relaxed Californian style,” says the designer. “We’ve designed an elevated space which feels rooted in the neighborhood, all whilst redefining modern-day club design.” The space will feature dark wood floors, animal-print upholstery, brass detailing, and playful patterns. Colored lacquer walls in tones of teal display whimsical artwork while floor lamps complete with pink ostrich feathers ensure the club feels playful and contemporary. But perhaps the biggest showstopper is the statement bar, which flanks one end of the club and features pink and grey marble and a striking blue and brass front.
Members will have access to the hotel facilities, including the rooftop pool and all of the dining venues, which are overseen by Wolfgang Puck. “Wolfgang is also designing the menu for The Britely, which will change frequently and also include daily specials. We’ll do curated dinners with other top chefs as well.” The club is accessed through the hotel lobby or through a separate lift entrance and is divided into sections for dining and lounging. Among the club’s more unique amenities are the music venue, which will feature themed evenings like disco nights, as well as the bowling alley.
The club is currently accepting membership applications ahead of its opening, which will coincide with the hotel. Annual membership is priced at $2,800. While hotel guests will not have club privileges, the 42 owners at the adjacent Pendry Residences do have the perk of Britely access. thebritely.com