Venice Welcomes Chic, One-Room Hotel to the Neighborhood
The Parachute Hotel, founded by luxe bedding company Parachute Home, can now be booked for $600 per night.
Los Angeles’ exceedingly hip hood Venice — the stomping ground of Maria Bello, Irene Neuwirth and Fiona Apple, immortalized in shows like Flake and Californication — is notorious for being nearly devoid of hotels. The town’s insular, locals-only vibe is one reason for this. But the Venice-based luxe bedding and bath company Parachute Home is, with a delicate touch, changing that.
On Tuesday the brand founded by CEO Ariel Kaye, which opened a showroom-slash-shop on Rose Avenue earlier this year, will debut The Parachute Hotel, a single penthouse — on the same popular street — that’s available for overnight stays for $600/night. The 2,200 square-foot space with a "Venice safari" theme is also expected to be booked for private events, intimate dinners and photo shoots.
Parachute started as an online-only presence, but Kaye says she always had her eye on bringing the brand offline. After the showroom-store, she says "The Parachute Hotel was the natural next step — it’s an immersive, home-like space for our community to experience our home essentials and enjoy the Parachute lifestyle.” Indeed, it’s filled with Parachute’s fine long-staple Egyptian and Turkish cotton sheets and towels, for example, as well as custom home furnishings, locally sourced amenities and artwork by Cindy Zell and Lauren Williams.
Those who stay and lust after the Katy Skelton Safari Bench ($1,910) — one of Kaye’s favorite pieces — are able to purchase it. Same goes for the bed frame by Chris Earl, and the Citizenry accessories. The hotel is fully shoppable. It was designed by Scott Horne and Peter Dolkas, whom Kaye first connected with when they began styling Parachute photo shoots during the past year. They "capture the sophisticated neutrality and modern simplicity of Parachute," she tells Pret-a-Reporter. They also were indispensable partners in curating pieces for the space, each of which Kaye says "was carefully considered. The design partners were hand-selected because they share Parachute’s core tenets: quality and craftsmanship."
Of course, it wouldn’t be L.A. without a strong focus on indoor-outdoor living. The penthouse features a giant folding glass wall that opens to a beautiful patio. "The space completely transforms when it’s open," says Kaye. "I love how this feature blends inside with outside — we intentionally designed the patio to feel like an extension of the living and dining rooms."
And making it feel more like a hotel, the penthouse comes with concierge services. Room service is offered in the form of food delivery from local restaurants, and guests get discounts at local gyms, cafes and spas. Kaye is also providing her visitors with another important amenity: local insider recommendations. On her list: Moon Juice (one block away), Rose Cafe, Wallflower and Cafe Gratitude, whose matcha and turmeric lattes she says fuels the Parachute team.
The Parachute Hotel, 538 Rose Ave., Venice; parachutehotel.com