Every year around 100,000 visitors flock to the desert to attend Modernism Week in Palm Springs and now plans are in the works to bring a satellite version of the beloved art festival to Beverly Hills.
The “MADE in Beverly Hills” festival is scheduled for May 4 through 7 and will be a citywide celebration of Beverly Hills architecture, art and culture. There are plans for over 21 events including tours of iconic residential, commercial and municipal properties; art lectures and films; a luncheon fashion show; and evening cocktail parties.
The four-day event will mark the first time Modernism Architecture Design and Experiences (MADE), the non-profit organization behind Modernism Week, expands its festival footprint beyond Palm Springs.
“It (Modernism Week) has been super successful here in the city of Palm Springs and we just think this is a natural progression to be able to celebrate and educate and shine light on architecture in other cities, and Beverly Hills would be our first to do that,” said Davy Aker, Modernism Week director of e-commerce. “So we’re very excited.”
Aker presented the festival plan at the Beverly Hills Arts and Culture Commission’s Jan. 10 meeting. And, while the proposal still needs to make its way through City Council approvals, the commissioners all gave their enthusiastic support.
“Thank you for all this work,” said Commissioner Pamela Beck. “I love the modernism event in Palm Springs, so I think it’s fantastic that you’re going to bring it here to Beverly Hills.”
Commission Vice Chair Maralee Beck expressed excitement that Beverly Hills is the first city MADE selected to expand to beyond Palm Springs.
“It’s incredible that Beverly Hills will be the first satellite (festival),” she said. “It’s one more feather in the cap of our city.”
Most of the festival events will be ticketed, however, select outdoor events will be free and open to the general public.
Unlike traditional art festivals, MADE in Beverly Hills will not take place at a singular event center, rather it will unfold at different historically and artistically significant locations across the city. Guided tours are planned for the Greystone Mansion, Beverly Hills Estate, Virginia Robinson Gardens,
Trousdale Estates, Beverly Hills Hotel, City Hall Tower and Sculpture Park, among other iconic sites.
The festival will also feature architectural tours of the city by trolley and a series of films and lectures at the Beverly Hills Women’s Club.
At night, the festivities will continue at local businesses, which are encouraged to come up with special dinner and drinks menus inspired by the art festival and Beverly Hills’ history. A map of participating businesses will be provided to attendees so they can continue the festival fun after dark, Aker said.
MADE in Beverly Hills is designed to be enjoyed by local residents as well as national and international visitors.
It will be promoted heavily at the upcoming Modernism Week art festival in Palm Springs in February and will also be advertised to MADE’s 200,000 social media followers.
“We feel very confident that we can broadcast this to a very large audience and have a really good result,” Aker said.
MADE estimates that the festival would attract 6,000 ticketed guests and, including those who attend free events, 8,000 overall attendees. Beverly Hills residents will have access to an exclusive two-week pre-sale period during which time tickets will be 25% off.