The first upscale five-room hotel is set to open in East Hollywood this December. The vision of entrepreneur Dustin Lancaster, Hotel Covell will feature Lancaster’s masculine-meets-modern vibe as envisioned by Los Angeles-based designer Sally Breer.
“I wanted to create a haven for guests looking for a private yet luxurious alternative to the Sunset Strip or Downtown,” says Lancaster. “From people in the industry, to couples on a romantic getaway to an international businessman, Hotel Covell aims to be extraordinary.”
Situated in a 1930s building above Bar Covell, also owned by Lancaster, each of the rooms in Breer’s first hotel project tells the story of George Covell, a fictional character inspired by Breer and Lancaster’s backgrounds. A mixture of classic Americana with a modern twist, the rooms reflect Lancasters’ and Breers’ personal tastes and tell a multi-layered story in chapters.
For example, Chapter Two displays the essence of George, a young boy from Oklahoma—similar to Lancaster’s own origins—who has recently moved to New York City for a fresh start. The room has a masculine feel and a cool blue color palette and mixes in fresh modern pieces with simplistic undertones. A neighboring room, Chapter Three, is reminiscent of George’s Parisian apartment, which he shares with his lover Claudine, and features warmer pink and white tones with neutral elements, sheepskin rugs, and bohemian and vintage pieces. In Chapter Four, George has reached the status of a rich writer, and the room reflects elegance and maturity, a worldly perspective with luxurious and irreverent furniture pieces, layered rugs, and a jewel-tone color palette.
