Leading nightlife owners John Terzian, Brian Toll, and Markus Molinari of the h.wood group (SHOREbar), along with showman David Arquette, long had their sights set on a second West Hollywood venue, to build on and create a synergy with their theatrical success Bootsy Bellows. But it was only after being called “a bunch of Hooray Henry’s”—a playful, if sardonic sneer against rogue, upper-class British gentleman—that the details of their posh new undertaking Hooray Henry’s, which launched with a bevy of celebrities (Adam Lambert, Ashley Greene, and Balthazar Getty) last Wednesday, all came into place.
“So many of our close friends and strong customer base is from London. And I got to meet all of their friends, and they’re fun, cool, elegant, classy people,” Terzian says. “I realized that I also loved the architecture of London, and it all kind of came together, to do a British concept. That’s really why we got inspired to buy out The Beverly and do it.”
Formerly The Beverly, even more formerly Guys & Dolls, and most formerly strictly Guys—after longtime owner Guy Starkman—the visually-stimulating psychedelic lounge Hooray Henry’s is a far cry from your typical English pub. Modeled to feel like, as Terzian tells us, “a manor overtaken while the parents are away,” award-winning designer John Sofio of BUILT (Pink Taco, SHOREbar, and the original Guys) created a dazzling futuristic playground replete with brass ornaments, handsome wood, black-and-white Warhol floors (straight through to the loo), and a funhouse of mod mirrors. A patriotic color palette honors blue and red by using actual automobile paint for that vintage-Jaguar shininess, Rolls Royce-esque banquettes sit on two-tiers of levels so there’s no undesirable booth, and authentic cyclist trophies and equestrian lamps give dutiful nods to the UK. But there’s more.
A handmade 3D projection wall—never before used in a nightclub—broadcasts computerized images like abstract moving shapes, and lascivious, less-abstract body parts. A custom mural with caricatures of the bar’s owners and friends imposed on an English pasture hangs above the bar, which serves up signature libations like The Oxford Lad: a mix of gin, lemon juice, mint, cucumber, and honey syrup. Spherical openings in a wall-length wooden sculpture light up in neon upon touch, and servers are outfitted to resemble the King and Queen and infamous Buckingham Palace guards.
“Everyone is looking for that next thing to entertain the customer,” says Terzian, who plans to introduce a London hotel suite-sized VIP space, surprise musicians like the orchestra that accompanied Mia Moretti at the opening, and British shows that play off the theme, in the upcoming months. “You have to really push the limit, with concept. You can’t just have four walls anymore.”
Hooray Henry’s (HH) will be open on Wednesday, Thursday, and Saturday, while Bootsy Bellows (BB) holds court on corresponding Tuesday, Friday, and Saturday nights. 8713 Beverly Blvd., West Hollywood