Builder and Developer. Features

Roxbury Place exudes the fame and cultural identity of its Tinseltown neighborhood.
By Cielestia Calbay

The only things missing from Roxbury Place are stretchedout red carpets and flashing spotlights. Walking into the new Los Angeles projects feels as if you've walked into a movie studio, as these condominiums are lavishly draped in old and new Hollywood glamour accents, with subtle star-like tributes peeking out from every corner.

Roxbury Place is perfectly positioned in the vibrant heart of California's destination cities -- Beverly Hills, Century City and West Los Angeles. Developers at Great American Capital hand crafted these homes with a single sublime idea in mind: homeowners should love where they live.

With gracious attention to detail, the 29-unit, $27 million project is imbued with a balance of casual elegance and cool sophistication. Passing through the project's dramatic landscape, guests are immediately greeted

by a hand-sculptured arch, reminiscent of the arches found at the Kodak Theatre and Paramount Studios.

"Our target buyers are: young executives that cannot afford high-rise costs but are still looking for the luxury and uniqueness that Roxbury place offers; ethnic families who are buying a condo home for their children; empty-nesters; as well as older couples who are selling their larger homes in favor of a smaller and more secured condo environment," said Noam Schwartz, principal of Great American Capital.

From its Jerusalem limestone facade to its Neiman Marcus appointed lobby, Roxbury Place is abundant with opulence. It comes to no surprise that the project is a threetime 2010 Gold Nugget Award merit winner, having been nominated for Best Low-Rise Multifamily Housing Project, Best Bath Design and Best Interior Space.

"Roxbury Place ... is an example of how an architect and developer can create a building that [not only] blends into an existing neighborhood but also elevates the look and value of the neighborhood while the building is standing on its own, almost as a sculpture," said Schwartz.

The design philosophy blends cultural imagery with modern architectural details tailored for luxury living, as the concept of the project revolves around the primary demographics and market clientele. "We took old-fashioned Jerusalem stone that gives an Old World feel cut into modern smooth and beveled shapes -- this gives the building a modern old world charm with a contemporary art deco touch," said Schwartz.

The interior design elements feature the use of Zebra wood for warmth against the cold surface of marble and granite. Being engulfed in a fresh version of classical art deco gives the interior volume of the common areas, as well as the condominium homes, an expressive visualization.

Staying on top of the technology curve, Roxbury Place distinguishes itself by implementing a biometric fingerprintactivated door entry system.

In regards to Great American Capital's plans for the year, Schwartz says that "with the uncertainty of the real estate and business in general, we are going to continue with a bit of caution. And by utilizing our 37 years of experience [in] developing projects, we believe we have enough merit even in a slower market."

The idea for Roxbury Place was first developed three years ago, in which Schwartz says, "The market conditions at the time showed a very lucrative potential for the project. As time changed, we had to adapt to the current real estate market conditions."

Cielestia Calbay is the assistant editor at Builder and Developer magazine and may be contacted at ccalbay@penpubinc.com.