Envisioning a Palisociety Hotel

Describing a Palisociety hotel is no easy feat, but picture this: a New England boarding school dorm reimagined by a Parisian antiques dealer, or a Hamptons beach house infused with the eclectic charm of a Silver Lake flea market. Perhaps envision a Nantucket inn styled by Wes Anderson, funded by a Bergdorf Goodman credit card.

Preppy-à-Porter

For lack of a better term, let’s refer to this unique aesthetic as preppy-à-porter.

Petit Pali Laguna Beach

The latest addition to the Pali portfolio — the 22nd property from the 17-year-old Los Angeles-based chain — opened last month in Laguna Beach. While it technically belongs to a new line of smaller, bed-and-breakfast-style boutiques, the ambiance at Petit Pali Laguna Beach remains true to its larger counterparts in cities like L.A., San Francisco, Seattle, and New Orleans. The rooms are adorned with Pali’s signature toile and ticking stripes, complemented by grass-cloth wallpaper and layered textures in soft blues and greys. Vintage photography, wooden floors, and retro-style phones and fridges evoke a nostalgic charm reminiscent of a 1950s film set.

A Unique Blend of Styles

Somehow, this eclectic mix works — it’s a delightful fusion of bohemian thrift and couture-level luxury.

Avi Brosh’s Vision

“I grew up in the Northeast during the Preppy Handbook phase,” shares founder and CEO Avi Brosh, shedding light on the inspiration behind his design philosophy. “I attended prestigious schools and was involved in equestrian sports — show jumping — but my parents were European. With a flamboyant French mother and an Israeli father, I was a European kid navigating a preppy world. I wore Brooks Brothers shirts, yet I was well-acquainted with Hermès scarves.”

Transitioning to Hospitality

After establishing a residential real estate business in the Palisades during the ’90s, Brosh, now 60, ventured into the hotel industry by launching Palihouse West Hollywood in 2008, right as the global financial crisis unfolded. “Surviving that experience made me realize I didn’t want to return to residential development,” he reflects. “I wanted to fully commit to hotels and create a brand.”

Expanding the Pali Brand

And commit he did. More Palihouse hotels followed in Santa Barbara and San Diego, along with a more casual offshoot, Palihotel. In 2020, he acquired ARRIVE, a boutique chain with locations in Austin, Memphis, and Palm Springs, giving each property a comprehensive Pali makeover. His family plays a vital role in the business: wife Kirsten Leigh Pratt leads branding and design, while son Archer manages operations.

Petit Pali’s Unique Location

The newly opened 41-room Laguna property is the fourth in Brosh’s Petit Pali line, following two in Carmel-by-the-Sea (2023) and one in Brentwood (2024). Originally built in the 1950s as the Laguna Beach Lodge, the property retains some of its mid-century architectural features, including a distinctive sloping roofline, beneath the polished Pali aesthetic.

Accessibility and Value

While the location is somewhat understated — about a mile or two from downtown Laguna and requiring guests to cross Coast Highway to reach Treasure Island Beach — it offers a significant advantage. Directly across from the Montage Laguna Beach resort, where room rates start at approximately $1,000 per night and can soar to $10,000, Petit Pali offers a more accessible alternative, with rates starting around $230 and peaking at about $600.

Affordable Luxury

As Brosh succinctly puts it, sounding like a savvy preppy, “You don’t have to spend what you’d spend across the street for a beautiful experience.”

Persons

Avi Brosh

Company Names

ARRIVE

Titles

Preppy Handbook

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