The Niche Beverly Showroom was awash in vibrant color and worldly design.
This influential enclave celebrates design, art and everything creative here in West Hollywood. It’s described as the cultural destination located at Melrose Avenue, Robertson Boulevard and Beverly Boulevard, featuring high-caliber design, art, fashion, dining, beauty and more.
It’s also the neighborhood I happen to call home and when I was invited to the Niche Beverly Showroom by CEO Robina Benson, one of the most influential women in the district, I knew I wanted to come see her space and get to know her a little better.
CEO Robina Benson, Niche Beverly Showroom
What are we celebrating tonight Robina?
I created this event to promote one of my brands that I exclusively represent, Kettal; a Spanish company based in Barcelona. Designer Doshi Levien just created this masterpiece collection of textile, including the award winning Cala Chair. Considering this background, the whole idea of the event was centered around flavor and culture. I wanted to immerse the showroom in color, spices, rugs and exotic gourmet delicacies. It was a worldly travel experience for my guests. One area was reminiscent of a Moroccan souk, one area was focused on a Spanish influence and India inspired in another section. I am a big believer that more than ever we need to celebrate cultural diversity and what better platform than arts and design to convey this message. The arts does not discriminate!
Your ability to create amazing outdoor spaces has won many awards. What are some of the trends that you are seeing?
Firstly, giving the same attention to your outdoor space as your interior is of great importance. In LA we buy the view more often and it would be a pity to have it be ignored and not given any importance. I design the outdoor space with more freedom because nature is my backdrop. Choosing colors that enhance that such as aquamarine to reflect the ocean, fuscia, arancio or limone to connect with flowers or fruit trees are colors that are playful but cohesive to its surrounding. And lastly I chose organic materials that again connect with nature. I choose teak and sassafras wood furniture that is not sealed so they can age with beauty naturally.
All photos courtesy of BrookeMason.com
You’ve worked with a lot of celebrities, including Ellen Degeneres, Robert Downey Jr., Kendall Jenner and more. Has anyone surprised you?
Actually my first celebrity client was Ellen Degeneres, she has been a big supporter of my showroom and she is all about great quality and artistic design. Robert Downey Jr has also been a fabulous ongoing client of mine. My first encounter with Queen Latifah surprised me, she walked in and bought two rugs off the floor. She just took them with her, we rolled them up and they were gone. Honestly that never happens since we’re a custom showroom and make to order based on projects. She did end up ordering a few other pieces, including a gorgeous outdoor sofa. I’m lucky, I’ve have had nothing but great experiences with all my A-List celebrity clients, they are looking for style and have had impeccable taste.
What advice would you give a young woman who aspires to make a name for herself in the design industry?
Firstly you must be driven, it’s a tough business. Although it is glamorous there is a lot of competition and it’s not for the faint hearted. I would say do your research, know your brands, study the top architects and know what you’re talking about. It’s an intellectual career as well as a creative one. I guess that’s what I love about it too.
What are some of your favorite haunts here in the Creative City?
West Hollywood is such a great hub for fashion, beauty and food. It’s really endless so it’s hard to come up with my top choices. I adore Kate Somerville, she is my go to for facials and Kinara Spa for a relaxing massage. I’m hooked on Stella McCartney for fashion right near my showroom on Beverly Blvd. When it comes to eating out, I do love a great martini happy hour at Cecconi’s, a delicious pasta at Craig’s, brunch at Gracias Madre outdoors or sunset drink at Catch with my friends.
To keep up with Robina & Niche, please follow on IG or visit her site. You all know that I love chatting with other female founders, especially a creative force like Robina who adds to the rich tapestry know as the West Hollywood Design District.
Maxine Tatlonghari is the award-winning founder behind the original maker of Hollywood lighted makeup mirrors, Vanity Girl Hollywood. She chronicles her LA Beauty Boss adventures in The Vanity Girl Diaries and will be a TrendScout at the upcoming Cosmoprof 2017.
This feature was brought to you as part of her ongoing spotlight on #femalefounders and the West Hollywood Design District.