For one month only, the Russian vodka giant, Stolichnaya, is recreating the iconic hotel that's on its label — Moscow's Moskva Hotel — and casting it as the Stoli Hotel. It's actually part hotel and part arena for entertainment and fashion shows. The local indie fashion gals, Milla Jovovich and Carmen Hawk, will be showing their line at the Stoli Hotel on Monday night. Fashion show regulars may recognize the 10,000-square-foot space as Ivar Studios, site of the first L.A. Fashion Week and the latest Gen Art new designers roundup. Step inside, and you'll find a hotel, or rather, the idea of one, done up for nightclubbers. There's a receptionist, a heavily wallpapered hallway, a concierge desk where you can book a spa treatment or beg for celebrity treatment, i.e., entry to one of five hotel "suites."
Since this is Hollywood, circa 2007, no alcohol-laden celebrity haunt is complete without its voyeuristic element. Each of the suites features one-way mirrors so that the VIPs can look out at the crowd. The suite occupants are hidden, mostly.
From inside the celebrity-only Razberi room, cameras capture the action in every other suite on four video monitors.
Adam Rosen, a Stoli executive, promises that the cameras are there "just for fun. It's not recorded." And besides, the place is set up to keep you on your feet, not in bed, with DJs Samantha Ronson, Danny Masterson, and Kid Millionaire.
Oddle enough, the "hotel" spa is an actual functioning spa, including monogrammed Frette robes, towels and services by the Green Bliss Ecospa. It's open during nighttime special events, and during designated days, Sunday and May 18, when the treatments will be available free on a first-come, first-served basis from 11 a.m. to 5 p.m. What? You thought there'd be a two-drink minimum for facials?
Stoli Hotel, 1555 Ivar Ave., Hollywood; 8 to 11 p.m., through May.