The first Gensler-designed nightclub in the world is now live right here in Hollywood. Welcome Project LA, which launches tonight in the legendary Roxbury space along Hollywood Blvd huddled in between Hemingway’s and Beso. A collaboration between Boulevard Nightlife Group and Project London, it features an immersive experience with angular lines, next-level lazer lights over a modest dance floor, and a smattering of tables with clear views of the space.
It feels edgy and futuristic because that’s the point — no exposed incandescents or weathered wood in sight. An illuminated DJ booth looks over the dance floor while a mesmerizing triangle light show done by V Squared Labs hangs low above revelers. Check out this cocktail menu, though prices reflect UK pounds. One wonders, which celebrity will be the first one to order the F*** Me I’m Famous? (A cinnamon fireball served with pop rocks candy).
For something decided non vodka-soda like, try the Don Julio Paloma, a not-so-subtle promotion of a known tequila brand, but shaken with lime and grapefruit for a simple sipper. For nightly DJ schedules download the Discotech app or check on Project LA’s website.