Chrome Hearts Steps Into Hospitality with Not Just Any Malibu Property
- Nada Armanious
- Lifestyle
Have we met goth, edgy luxury in hospitality yet? Because we’re pretty sure Chrome Hearts is about to change the game. The brand has just bought the Surfrider Hotel in Malibu for $37.5 million, making it one of the priciest hotel deals in Southern California history.
The hotel has been around since the 1950s and sits at one of California’s most coveted surf spots. Small but iconic, the 20-room property is set to transform in a way that reflects Chrome Hearts’ bold aesthetic, while still holding onto the surfer spirit people love.
This move places Chrome Hearts among a very small group of fashion brands stepping into the lifestyle and hospitality space. Naturally, our minds go straight to custom furnishings, hand-carved wood, dark marble, silver hardware, and plenty of leather accents, and if anyone can pull it off, it’s Chrome Hearts.
There’s also buzz that Michelin-star chef Jean-Georges Vongerichten may be behind the restaurant, alongside the already guest-exclusive rooftop bar. Safe to say, we cannot wait for the full intel.