Inside Laguna Beach’s Chic New Boutique Hotel That’s Turning Heads

by

A Palisociety hotel is unlike any other you’ve seen, blending elements that might remind you of:
1. A New England boarding school dormitory, elegantly reimagined by a French antiques dealer.
2. Or a Hamptons beach house combined with the bohemian charm of a Silver Lake flea market.
3. Or perhaps a Nantucket inn, artfully adorned by Wes Anderson using his generous Bergdorf Goodman credit card.

For lack of a better term, let’s call it preppy-à-porter.

Just last month, I stepped into the latest addition to the Pali family, Petit Pali Laguna Beach – their 22nd property! Although marketed as part of a new line of smaller, bed-and-breakfast-style boutiques, it still carries that familiar charm from its big brothers in Los Angeles, San Francisco, Seattle, New Orleans, and other cities. The rooms are adorned with Pali’s signature toile and ticking stripes, sport grass-cloth wallpaper, and boast a blend of textures in soothing shades of blue and grey. The wooden floors, vintage photography, and props that look like they were plucked straight from a 1950s film set, all contribute to its unique ambiance.

Somehow, it all works — a peanut butter cup of bohemian thrift and couture-level luxe.

Avi Brosh, founder and CEO, shares that he spent his childhood in the Northeast during the time of the ‘Preppy Handbook’. This experience, he notes, has deeply influenced his design aesthetic. He attended prestigious schools and had an affinity for equestrian sports like show jumping. However, his parents were from Europe – his mother was flamboyant French, while his father was Israeli. As a result, he felt like a European child fitting into a preppy environment. He would wear Brooks Brothers shirts, but he also knew the value of a Hermès scarf.

Following nearly a decade of establishing a thriving residential real estate business in the Palisades during the ’90s, Brosh, who is now 60 years old, ventured into the hotel industry. In 2008, he introduced Palihouse West Hollywood, coincidentally launching it right when the global financial crisis was unfolding. “Surviving that experience made me understand I didn’t wish to return to residential development,” Brosh reflects. “Instead, I wanted to commit fully to the hotel sector and construct a recognizable brand.

He committed fully, without a doubt, which led to more Palihouse hotels being established – in Santa Barbara and San Diego, among others. Additionally, a more casual and downtown-focused version of the hotel chain, called Palihotel, was also introduced. In 2020, he acquired ARRIVE, a boutique hotel chain with locations in Austin, Memphis, and Palm Springs, and gave each property a complete makeover in line with the Pali brand. His family plays an active role in the business – Kirsten Leigh Pratt manages branding and design, while Archer handles operations.

The recently unveiled 41-room resort in Laguna is the fourth addition to Brosh’s Petit Pali collection, preceded by two properties in Carmel-by-the-Sea (2023) and one in Brentwood (2024). Originally constructed in the 1950s as the Laguna Beach Lodge, remnants of its midcentury design – such as the unique sloping roofline – can still be found beneath the fresh coatings of Petit Pali refurbishment.

Despite being somewhat secluded, the location has its drawbacks. It’s approximately a mile or two away from downtown Laguna, and visitors must traverse Coast Highway to reach Treasure Island Beach. However, on the positive side, it’s directly opposite Montage Laguna Beach resort, where nightly rates for rooms begin at around $1,000 and can go up to an astonishing $10,000. In contrast, Petit Pali offers more affordable options, starting at roughly $230 and peaking at around $600.

In the words of Brosh, who has a thrifty yet chic vibe, “You don’t need to splurge as much as you would on the other side of the street for an enjoyable, memorable experience.

Read More

2025-05-09 23:56