Proper Hotel SANTA MONICA Following its San Francisco debut, Proper Hotels lands in LA, where organic textures and natural elements of the coastline take centrestage. Words: Juliana Shallcross • Photography: © The Ingalls
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ye-catching, intricately detailed, historic buildings
family,” explains Brian De Lowe, President and co-founder
aren’t often the first things that come to mind when
of Proper Hospitality. “We are obsessed with delivering top-
one thinks of Los Angeles. Entertainment? Definitely.
notch service, memorable design and world-class culinary
The beach? Of course. But architectural gems from another
and entertainment experiences to creative and culturally
era? Not necessarily. Yet across the vast swathe of towns that
vibrant cities.”
encompass the Greater Los Angeles area, there are plenty
And so Proper Hospitality was born, making its debut
of quiet historical stunners still standing gracefully amidst
in 2017 with a flagship in San Francisco. With growth very
modern counterparts.
much on the cards from the off, the team found a site in
One such stunner is Santa Monica Proper Hotel on the
LA, where they could build on the brand’s core attributes of
corner of Wilshire Boulevard and 7th Street. But there’s a
luxury, location and world-class amenities. “It’s really the
twist. The second hotel in the Proper Hotels & Residences
only game in town if you’re a high-end traveller and are
portfolio occupies a 100-year-old landmark having been
looking to have it all under one roof,” says De Lowe of the
purposefully merged with a contemporary, curvaceous
new addition. “We’ve had people staying with us who would
structure. The result brings not only the first luxury hotel
never stay west of the 405 freeway because there haven’t
to open in the district in several decades, but one that
been any options. But now, there’s a hotel that appeals to
satisfies all the requisites for modern jetsetters, from
them on the Westside.”
character, eclectic design and cutting-edge technology, to
Of course, merging old with new was no easy feat.
great food and drink, a rooftop swimming pool and even a
However, the Proper Hospitality team – led by De Lowe
comprehensive wellness offer.
and co-founders Bradford Korzen and Alex Samek – were
As the story goes, Proper began as a feeling, rather
previously responsible for driving growth at Viceroy Hotel
than an idea; an acute awareness that despite the current
Group; vital experience that gave them the development
proliferation of boutique and lifestyle hotels, there were
and operational chops to tackle a project as diverse as Santa
few properties designed for today’s global creative nomad.
Monica Proper.
“Passion is what pushes us to find, create, and operate one-
The hotel’s landmark Y-shaped building – erected in 1928
of-a-kind properties that we, ourselves, as experienced
when the beach city was experiencing tremendous growth
travellers, want to experience and enjoy with our friends and
– embodies the Spanish Colonial Revival period flourishing