The Beverly Hilton, the iconic home of the Golden Globe Awards, needed a refresh that would help a new owner attract luxury business travelers and local glitterati. As architect of record, Gensler partnered with with Hirsh Bedner to revitalize this 1955 flagship hotel. Gensler's brand strategy enabled the hotel owner to define its client profiles and identify features suiting their stylish tastes. Inspired by the Golden Age of Hollywood, the renovation brought rich materials and finishes to 570 guest rooms and major public spaces. Additionally, Gensler's brand design team revived and refreshed the original '50s identity through the property's exterior and interior signage.