LA nightlife pioneers, Sunset Entertainment Group (SEG), who brought you The Sunset Room, White Lotus, Cabana Club and Green Door, once again revolutionizes Los Angeles’ nightlife scene with Lure, the ultimate nightclub experience. In collaboration with Boulevard Nightlife Group and REACT Presents, Lure will present the world’s top DJs and entertainment, right in the heart of Hollywood.
Boasting a 50,000 watt Line Array sound system with lighting designed by the renowned Steve Lieberman, and high-definition LED Walls, Lure is the new premium nightlife venue in Los Angeles. Lure also features a state of the art Kryo system, 110 kinetic light spheres that are choreographed with the music, plush lounge seating, and four full service bars.
Lure is designed by critically acclaimed architect and designer, Gulla Jonsdottir, a 2009 recipient of Hospitality Design’s “Wave of the Future” award. Jonsdottir is the creative and visionary force behind some of the most striking hotels, restaurants, nightclubs, and spas in the world. Upon entering Lure, guests are ushered through a sweeping diamond faceted façade to reach an abstract garden with 12 oversized cabanas, water features and flower sculptures.
The interior space is defined by a white cocoon styled VIP area that overlooks the stage and a loft area with original wood truss ceiling exposed. To create softness in the space there are oversized suede panels next to motion sensitive LED screens. The backdrop to the faceted main bar is a 14’ fire sculpture. On the other side of the fire sculpture is The Patio, a secret back garden with suspended plants and 6’ topiary chandeliers. Intricate metal, lace-like accents, dark mahogany floors, and mosaic style LED bars complete Lure’s appeal.