The penthouse unit, which will be listed for around $45 million, was one of a select number of luxury properties previewed at the confab, from skyscraper condos in NYC to $100M-plus mansions in L.A.
The private terrace of Penthouse A at the Rosewood Residences Beverly Hills, due to open later this year. The Boundary
Timed to coincide with TV’s upfronts in New York, a real estate-focused event that also calls itself the Upfronts — a luxury property reveal thrown by The Society Group — took over The Wallis in Beverly Hills on May 15. Held in the Bram Goldsmith Theater, the confab saw L.A.’s biggest power brokers gather to preview some of the world’s most luxurious listings coming to market.
“This is fun for me because usually I’m sitting in the audience where you’re sitting looking at a performance,” Carolwood’s Linda May noted, “so it’s really nice to look out and see so many friends here enjoying the theater.”
Despite a few technical AV hiccups, the Upfronts ran like clockwork, with exuberant presenters giving succinct pitches to an involved audience about new-to-market skyscraper penthouses in NYC, $100 million-plus mansions in L.A. and even Hollywood production studios. After his presentation, Fredrik Eklund even joked, “We get a gold star for being on time.”
The Upfronts celebrated the unveiling and opening of sales of Nahla Capital’s Rosewood Residences Beverly Hills, with a special showcase on the sumptuous Penthouse A (to be listed at around $45 million), one of four penthouses in the collection. Designed by Danish-born, New York-based architect Thomas Juul-Hansen, the Rosewood project, located next to the Peninsula Beverly Hills, will begin welcoming residents at the end of the year.
To celebrate the unveiling, exclusive listing agents Sally Forster Jones and Tomer Fridman of Jones Fridman International, and Morgan Ball of the Compass Development Market Group, sabered a bottle of champagne onstage, followed by an exclusive after-party where 200 agents nibbled on food by Wolfgang Puck and sipped from bottles of Coup Champagne. “Upfronts has been such an exciting opportunity to present the penthouse for the very first time to the market,” noted Ball.
Forster Jones agreed. “I think it’s a great event,” she said. “It’s a real estate media event obviously, but it’s really fun, and it’s really exciting to see the best of the best projects coming up.”
With slick promotional films on offer for each property, the Upfronts certainly exhibited L.A.’s importance to the global real estate market. Residential sales director Alex Rusling showcased London’s The OWO Residences, located adjacent to the historic and breathtaking Raffles Hotel, a favorite of Tom Cruise and the royal family, which recently opened inside the city’s Old War Office.
Douglas Elliman’s Fredrik Eklund and Westbank Corp.’s Marko Radovic discussed the new residential tower First Light, Vancouver-based Westbank’s first condo project in Seattle, spearheaded by visionary architect James KM Cheng. Corcoran Sunshine presented two New York properties, 720 West End and the 111 West 57th Street Penthouse.
But it was the L.A.-based properties that drew the most curiosity from the powerful brokers who filled the theater, including Rosewood Residences Beverly Hills, which comprises 17 condos that include all the amenities and services of the exclusive Rosewood Hotels. “It is a boutique project,” Forster Jones noted. “It’s not a high rise. It really feels like a residence and feels like a home. … It’s private, it has security, and it has indoor [and] outdoor living.”
The star at the Rosewood is Penthouse A, a four-bed, four-bath stunner with an approximately 7,300-square-foot interior and 2,800 square feet of exterior living space. Like all homes at Rosewood, it features meticulously sourced materials, including Greek marble. The penthouse places a premium on outdoor living as skylit floating stairs leading to an expansive roof terrace complete with a private pool, spa, outdoor kitchen and California Room featuring a wet bar and powder room.
Read Article at The Robb Report