Photos by Elizabeth Daniels
Just a few weeks ago, Matt Winter (41 Ocean, Power House, Melrose Umbrella Co) completed work on one of the most underrated spaces in town, the legendary On the Rox room adjacent to The Roxy in West Hollywood's Sunset Strip. The historical-minded designer brought an Art Deco and Havana sensibility with a splash of California Spanish deco to a room's typically been a place to see and be seen. Think Elton John, John Lennon, and Jack Nicholson as regulars.
With found objects by owner Lou Adler (himself a legendary producer) shipped from Cuba (via Miami), the former private club is now available to those on an invite only basis. Says Winter on the transformation: "Being able to work with legends and utilize pieces from his collection in the master design was to good. Every pieces has an incredible story behind it and to be able to blend it with my own pieces was great."
The Adler brothers spearheaded the revamp to bring the classic room into the future, with a team lead by curator Jason Swartz to round out the experience. Expect live DJs spinning mostly rock and roll along with a bar complete with an extensive mezcal collection.