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Reza Roohi's revenge?
Photo Credit: Lawrence K. Ho
When it comes to Hollywood nightlife, Reza Roohi is the man. He was like the Wizard of OZ when he worked behind the scenes at SBE—the company that owns hotspots like Area (pictured), Hyde Lounge and Privilege—coming up with genius ideas to keep the clubs fresh and relevant to fickle club goers. His best idea, to reinvent and rename club spaces just after they’ve hit their peak, is now copied all over Hollywood.
So why’d he leave SBE with his middle fingers up in the air? Because CEO Sam Nazarian fired Roohi’s (now ex-) girlfriend Daniela Danilovic, who also worked at the company, without letting him know first. He felt it the worst betrayal.
Seven months later, he’s on his own trail, blazing ahead on three projects. The first is Villa, which opens in the old Monroe’s space in September.
It’s been conceptualized to have the feel of a billionaire’s home with a library, den and a bedroom-style lounge where the main bed will turn into a stage when jazz bands perform. It’s a brilliant idea, given that everyone’s always saying that the house parties in the Hills are what really make the Hollywood nightlife scene.
There won’t be promoters, though two of his investors –currently negotiating out of their deal at SBE and therefore on the DL— were big-time promoters at Area.
As for getting in, good luck. The venue only holds 120 people and is will open its doors to invitees.
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