BAR 210

For the last few years, people looking for a late-night dance club in Beverly Hills had nowhere to go. When concierges at the area’s posh hotels were asked for clubbing tips, the best answer most could muster was ” West Hollywood.” But now, both locals and tourists have a lounge that just might live up to our standard vision of what a sparkling — some might say gaudy — Beverly Hills club should look like on a Friday night.

Last week, the Beverly Hilton unveiled an ambitious lounge (Bar 210) and adjacent “ultra lounge” (Plush) in the former Trader Vic’s space to a packed crowd of aspiring actors, junior publicists and a few ubiquitous “producers” on the prowl.

It felt more like Las Vegas than Beverly Hills (down to the gold-painted bikini-clad model used as a “table” for appetizers), and not by accident, but rather by design.

“I can’t tell you how many times I’ve gone to a nightclub in L.A. and I had no idea who my cocktail waitress was,” said Dan D’Agostino, whose Diabolical Nightlife Associates ( DNA) team was brought in from Vegas to manage the club for the Hilton. “The hallmark of a Vegas club experience is the service element,” added the 36-year-old, who previously managed Jet for MGM’s Mirage. “That’s what we are bringing to Beverly Hills.”

Situated in the 7,000 square foot space originally occupied by Trader Vic’s at the Beverly Hills Hilton Hotel, Bar 210 & Plush officially opened last Friday. Tom Ford was enlisted to transform the outdated tiki bar, and he’s filled the space with lavish plum, black fig and Byzantium fabrics and Spanish goat hair pillows. If Vigneron has his way, “Bar 210 guests will be transcended into a whole new world… leaving them feeling sexy and satisfied.”

It remains to be seen just how tightly DNA and the Beverly Hilton will control the 350-capacity multi-room space, which is a favorite of Harvey Weinstein (he held a Golden Globes party in the same space earlier this year). Guests of the venerable hotel will not automatically be allowed into Plush, but they are “encouraged to contact VIP services for bottle service at the lounge,” representatives say.

When you make your entrance, you’ll see design details that would make Prince grin: a gold-leaf bar, tufted recessed lounge chairs and aubergine accents aplenty. The larger adjacent lounge Plush(which will initially be open only Friday and Saturday evenings) screams “Look at me,” with sensual sconces, ball-chain curtains, low-slung couches backlighted by changing LED mood lights and hybrid suede/snakeskin ottomans.

But the best reason to check out these two new lounges may have nothing to do with music or design: Instead of chasing classic cocktail trends, like so many other new bars, Bar 210 is putting its chips on a young chef’s creations.

BAR 210 / PLUSH: Useful Information

BAR 210 / PLUSH: Images

BAR 210 / PLUSH: Video

BAR 210 / PLUSH: Map