Last updated: 05:30 PM ET, Thu June 18 2015

L.A.'s New Hotspot Fifty Three is a Retro Romp Through Playboy's Past

Features & Advice | Tom Bastek | June 18, 2015

L.A.'s New Hotspot Fifty Three is a Retro Romp Through Playboy's Past

Photos courtesy of The Lore Group.

Just a couple of weeks ago, the newest place to see and be seen on the Sunset Strip debuted rife with revelry. Bar Fifty Three is named for the year that Hugh Hefner created the brand that he adorned with a bunny – Playboy.

The vibe is right out of the '50s, with leather booths, dim lighting, vintage art, and photographs on the walls. Furniture from the era rounds out the décor. Playboy has its own line of spirits that will be served at the venue including Devassa by Playboy beer, Playboy Cachaça and Playboy Champagne.

The artwork and photographs celebrate the beginnings of Hefner’s iconic brand and celebrate the time when his baby was born. The staff is of course bunny clad, and the drinks are all hand crafted.

Playboy operates a handful of other clubs around the world with many of the clubs struggling to stay open like the club in Las Vegas at the Palms. The brand still holds true with great events like Superbowl, Halloween and Playboy mansion parties.

Since 2012, the company has specialized in licensing the brand out as opposed to owning and operating new ventures. The only business that they run in-house is the American version of the magazine. They have also been removing themselves from previous licensing agreements and entering into new ones that will elevate and present the brand as more upscale. 

Certainly when compared to the Hustler Hollywood book store that sits across the street from Bar Fifty Three, they are a step above the rest.

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