Editor: Ashanti Brown
Fashinnovation’s Co-Founder, Jordana Guimarães, is always looking for a hotel in her travels that gives the messaging of love + personalization – after all, like many entrepreneurs who spends majority of their times in different cities, a bit of “home” is always sought after. After having experienced Freehand New York several times and being impressed at how much the team at the property always made her feel at “home”, when called to speak at an event in LA, Freehand LA had to be next!
Freehand LA is a 226- room hotel housed in the historic Commercial Exchange building in Downtown Los Angeles. Created by Sydell Group, the hotel combines comfort and hospitality with panoramic views of Downtown. True to the golden spirit, the hotel blends the social culture of a hostel with original design and a strong social bond. They offer a variety of public spaces including Randolph’s Bar & Tea, Cafè Integral and a concept store by Venice’s Flowerboy Project. Designed to be a jack of all trades, Flowerboy encompasses a flower shop, cafe and boutique all in one.
“I must say, it was one of the best cocktails I have ever had as I sat waiting for a colleague to head off to an event … was in doubt as to what to choose and the bartender mixed up a new recipe on the spot ”says Guimaraes.
Using the Commercial Exchange as inspiration, Freehand LA has revitalized Downtown LA by representing a sense of urbanism that is distinctly Californian. The history of the Commercial Exchange played an important role in LA’s expanding metropolitan area. Longtime collaborator of Freehand, Roman and Williams, merged these two eras to create a modern telling of LA’s past with carefully styled interiors.Roman and Williams is a New York based design studio that is known internationally for their inventive work on hotels, restaurants, retail spaces and product design. Their use of handcrafted furniture, murals and earthy decorative elements are what make Freehand the relaxed environment needed amongst California’s bustling city.
“Once inside the Freehand properties, you forget that you’re in a bustling city and immediately feel as though you’re on vacation with a comfort level that is undeniable” says Guimaraes.
Freehand LA works with local manufacturers and artisans to create custom furniture and decorative elements with a focus on the American aesthetic. Their guest rooms (aside from them being abnormally large – BONUS) includes toiletries by Argan, a full minibar, bathrobes, slippers and room service to provide their guests with a luxury experience. Freehand LA loves to embrace culture and their restaurant The Exchange is no exception. The Exchange mixes Israel’s diverse flavors with California’s beach culture. Inspired by botanicals and the outdoors, terrariums and plants are featured throughout the restaurant. The Broken Shaker bar is also one of Freehand’s many amenities and features a menu that includes handcrafted cocktails and street-food inspired snacks.
“All in all, the property innovates to embrace personalization, customization, culture and diversity. All of this makes the hospitality industry better but also the world happier ”.