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Boulevard
3
WITH
EXCLUSIVE LIMOUSINE
SERVICE BY AVOLAR LIMOUSINE
Perhaps his latest space, Boulevard3 - which
fuses the intimacy of a party at a private home, the luxury of a four-star
estate, and the spirit of play - might be best described as a "counterclub."
Opened in September 2006, Boulevard3 was sparked
by Famulari's initial reaction to the space five years ago. A former denizen of
New York City, he says, "This was how I visualized clubs: big, free-flowing,
dramatic. I felt it was the only place that could possibly follow Skybar."
Having experienced such New York venues as Studio 54 and The Tunnel in their
heyday, he was also motivated to open a venue that shattered the malaise of the
typical club scene. "There really are no dance places in Los Angeles," states
Famulari, who probably knows L.A. nightlife better than anyone after working to
keep Skybar hot for nearly a decade. "People go to clubs and stare at each
other."
While eschewing nostalgia for its own sake,
Famulari chose the name Boulevard3 after viewing an old surveyor's map of Los
Angeles. At the time, when the city was just beginning to take form, the
east/west streets were marked by numbers, with "Boulevard3" the designation for
what would later become Sunset Boulevard. With a new paradigm for L.A.'s club
scene brimming with possibilities, Famulari hopes to recapture a sense of grace,
elegance and engagement that once put Hollywood on the map.
Design
Designed by the late Greg Jordan, former designer
to the Trumps and New York socialites, Boulevard3 was conceived as "an English
manor house with modern insides," a mix of old-world charm and digital
generation appeal. Jordan's protege Oliver Furth finished executing Jordan's
vision after his passing. Entering from Sunset Boulevard, guests pass through a
large iron gate - a "door within a door" that foreshadows a theme that pervades
the property - into a landscaped English courtyard. In the center sit a pair of
reflecting pools, one ending in a 20 foot tall fireplace whose flames seem to
float on the water.
Bordering the courtyard are canopied private
rooms, their walls created from ficus bushes with a "floating" window cut in the
middle, something one might expect to see in Alice in Wonderland. While earth
tones define the central courtyard, each of the garden rooms is distinguished
not only by a range of muted colors, but by specific fragrances: from lavender
to gardenia to rose.
An intimate "manor library" takes guests inside
Boulevard3. Gaining a sense of grandeur with its vaulted ceiling and marble
fireplace, the library blends old and new through the art on its walls: ornate
picture frames with DLP projection screens displaying dynamic images as opposed
to portraits of dead kings and placid countrysides. When the main ballroom is
open, the library serves as an antechamber; otherwise it can function as a
freestanding space accommodating its own bar.
The intimacy of Boulevard3's library opens to a
7,500-sq. ft., three-level ballroom, including a 1,500-sq. ft. dance floor (the
former Olympic-sized pool of the old Hollywood Athletic Club -prior to embodying
the role of Flash Gordon, Johnny Weissmuller served as its lifeguard and trained
to win a gold medal in the 1932 Olympics). Capable of accommodating a large
stage for live performances, the ballroom features a main bar situated beneath
30' high ceilings and a majestic skylight.
Around the periphery of the ballroom, a Mezzanine
is set three feet above the main floor that provides a perfect locale to
experience dance floor festivities. For the perfect mix of luxury and comfort,
the mezzanine boasts a 36' long plush velvet couch with unobstructed views of
the "Niche of Possibilities". As you move onto the dance floor, Boulevard3's
design further challenges the senses by interpolating the worlds of hospitality
and entertainment. Interlocking platforms are carefully plotted to set the stage
for dynamic performances that occur throughout the evening. Ranging from
innovative cirque performances to full choreographed shows, Boulevard3's guests
are provided an unforgettable experience.
Balcony
The highest level of Boulevard3 is reserved for
patrons who reserve a private suite on the balcony. Ascending a back staircase
directly from the parking lot - with a separate stairway descending to a private
garden - elite balcony guests have access to an exclusive area overlooking the
entire ballroom. Recessed to offer privacy from eyes below, balcony suite guests
have exclusive access to their own upstairs bar as well as personalized
mini-bars filled with gourmet food and decadent treats.
Technology
Technology also ensures the desired sense of
engagement for patrons of Boulevard3. Boasting a half a million dollar LED
Lighting System, the walls, columns, ceilings, and floors are adaptable to over
1200 static or moving colors. Along with our 12-channel Tannoy sound system,
advanced Color Kinetics LED lighting and 12 Elation moving lights, a thunder and
lightning storm can come to life and seem to move through the venue without
shedding a drop of rain. To further enhance the mood, Boulevard3 has thirteen
networked plasma screens, two 12' by 20' projection screens and one 13' by 9'
projection screen in the Ballroom, a projection screen over the Library mantel,
and a vast LED LOGO wall in the Library. Providing another amenity to your
event, Boulevard3 has an extensive steel deck staging system that can be
utilized to build a performance stage, multi-level dance floor, or fashion show
runway.
Entertainment
Though DJs themselves are an integral part of the
experience, Famulari envisions more interactive experiences that distinguish
Boulevard3. Whether flamenco dancers, aerial performers, or other unexpected
surprises that knock people out of a passive posture, the mandate for his Sunset
Boulevard venue is clear: keep it active, deliver the unexpected and earn the
moniker of "counterclub."
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