Remember that quirky Cosmopolitan commercial, the one with a hundred kittens and a brunette vixen shooing a bunny out a hotel door? That TV spot might make a bit more sense now.
The Cosmopolitan announced its latest venture this morning: Rose.Rabbit.Lie. will combine a restaurant, club and show under one roof and promises to be the “rebirth of the social club.” Cosmo partnered with Los Angeles Food & Wine Festival producers Coastal Luxury Management for the new venue and will announce its entertainment partner in the near future. The space will be designed by AvroKo and will be located on the second floor of the West End tower, adjacent to the Wicked Spoon buffet.
“The idea of a modern social club is inspired by the spirit of Johnny Carson, Desi Arnaz and Circus Maximus—the past that still captures a romantic piece of real estate in our minds,” Cosmopolitan CEO John Unwin said in a statement. “As an audience, we may not even know what is on tap for the evening, but it will certainly be something to talk about.”
Rose.Rabbit.Lie. looks like a vaudeville and variety show mash-up, recalling Old Vegas but keeping in line with Cosmo’s “right amount of wrong” marketing. Its website, a simple black and white page with a nude pin-up, calls the club a “grand social experiment,” and leaves us with a lot of questions—just like the ads. We’ll have to wait until late December, when the experiment begins, to see what other curious moments Rose.Rabbit.Lie. delivers.