There is nothing soft about hosting a star-filled post-Grammy party for a soft opening of your restaurant, but that's exactly what Eleven's owners, Rich Grossi and Sid Krofft, did last night. PEOPLE magazine was actually the host, Eleven just the venue, but still---talk about getting high-profile eyes on your newly minted, mulit-million dollar space. We have few inside reports of the party, but one says it was "sweltering" on the second floor, where Mary J. Blige sat with Beyonce and former Destiny's Child Kelly Rowlands.
Over at the blog Acme Instant Food, after stopping in for a drink on Friday--Eleven's first night open--the writer wonders if this slightly Vegas-y spot has a place in the heart of Boy's Town.
The stretch of Santa Monica Boulevard Eleven calls home is prime Boy's Town real estate but who exactly it aims to cater to seems mysterious. Its style sits 180 degrees away from that of neighboring siblings. Its operation and atmosphere seem more appropriate for a venue on the Strip. The vibe emanating from the crew on this particular night felt uncomfortably aloof and unwelcoming which doesn't blend in to the neighborhood. Boy's Town establishments (the ones who endure) typically range from "casual" to "frat boy" with an emphasis on the "boy". Potent drinks and cruisability (I think I made that up) take precedence over pretentiousness and high style. All of this makes me wonder if Eleven is going to nestle comfortably into the neighborhood or if it will design its own unique landscape.Since that was day one, we'll allow for time to smooth out the rough edges. But we'll be watching...
· People Magazine Post Grammy Party [WireImage]
· West Hollywood Welcomes Eleven [Acme Instant Food]
· BREAKING:Eleven Opens Tonight! [Eater LA]