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Night life: These businesses are built not to last

Paul & Andre, a new club, is the latest to join Los Angeles' growing list of pop-up — or temporary — establishments.

April 16, 2011|By Jessica Gelt, Los Angeles Times
  • Patrons enter Paul & Andre, a pop-up bar located in the old Cinespace location for 6 months this summer.
Patrons enter Paul & Andre, a pop-up bar located in the old Cinespace… (Gary Friedman/Los Angeles…)

At the end of a dingy alley near Cosmo Street off Hollywood Boulevard there is a yawning door crowned by a buzzing neon sign. A clump of young dandies stare at the unbribable doorman beyond the rope — jagged bangs hiding pleading doe eyes. This is Paul & Andre, spring's hot new club, impossible to get into unless you display an off-beat sense of style and aren't the boorish type. The chosen few mount a scruffy staircase, pass through a service kitchen and emerge into a dimly lighted promised land where an arty, fashion-forward crowd dances and faux-pouts in equal measures.

The club, the creation of New York-based night-life kingpins Paul Sevigny (brother of the actress Chloë Sevigny) and Andre Saraiva, affects a relaxed speakeasy vibe. But what really sets it apart from its glitz-driven competition, like the Colony and Playhouse, is that Paul & Andre is the city's first "pop-up" bar. That means the club, occupying the spot vacated by the shuttered club Cinespace, will close in six months, and its fleeting nature only adds to the buzz.

What started more than three years ago with LudoBites — chef Ludo Lefebvre's now-legendary pop-up restaurant — has spread to clubland, adding a fresh dimension to the city's increasingly ubiquitous pop-up culture. Because they are by nature temporary — opening for periods ranging from one night to several months — the city does not have official numbers, but those who closely follow the scene say pop-up restaurants, bars, clubs, boutiques and galleries are cropping up like mushrooms after a rain and that L.A. appears to be leading a movement that is spreading nationally. The trend benefits from the vacant and underutilized spaces existing in the still-recovering economy and the immediacy of social media networks like Twitter, which are used to spread the word.

With so many aboard the pop-up bandwagon, there is some dispute, even among participants, about the term, but generally, it means the temporary transformation of a business or space. A beer garden might set up in a parking lot for a weekend; a guest chef or mixologist might take over the kitchen or bar at an existing restaurant for a night or three; or a series of exclusive dinners might be served inside of a furniture showroom

Boutiques, parties and galleries regularly pop-up, but the craze is driven by food and drink.

"Pop-ups have positioned themselves as a driving force of L.A.'s social scene," says Maggie Nemser, founder of the website BlackboardEats, which offers discounts to popular restaurants. "They appeal to a very passionate food-and-drink enthusiast that is often in a younger demographic."

BlackboardEats began offering pop-up dinners to its subscribers Sunday when it staged an evening of beer and beefsteak cooked by chef Walter Manzke (formerly of the well-regarded restaurants Bastide and Church & State) at Biergarten in Koreatown. Some argue that such an event is the same as hosting a guest chef, a common practice for decades. But most agree that pop-ups have moved beyond that paradigm thanks to the fact that those staging them often bring their own staff, transforming the space into something uniquely their own for a limited period of time.

Hosting a pop-up is "like a limited-engagement theater performance," says Manzke. "And it's unpredictable, so that makes it exciting and unpretentious. We have all of these young, energetic clientele being driven by Facebook and Twitter. Now you cook a dish and somebody takes a picture of it and sends it out, and 10,000 people share what they're eating. You can do things that haven't been done before."

Those who stage pop-ups also can use them to test-drive new concepts without committing to expensive leases. To sweeten the deal, pop-ups automatically do away with the pesky issue of permanence that plagues restaurants and bars. You don't have to worry about cultivating a return customer base if you're breezing through. And if you do well, you can open a permanent venue, which is what Sevigny and Saraiva hope to do.

Pop-ups caught fire when "hush-hush little whispers from friend to friend turned into something that gets blasted online," says Brian Saltsburg, co-founder of Test Kitchen, L.A.'s longest-running pop-up restaurant and mixology program, which ceased operations last December after 102 days of service. "So suddenly something small and private became something much bigger."

When BlackboardEats emailed its offer for the Manzke dinner, it sold out in three hours. When it offered a dinner featuring Neal Fraser of Grace at Test Kitchen — which featured a constantly shifting cast of the city's most exciting chefs and mixologists and is rumored to be considering a comeback — demand was so immense that the OpenTable website crashed for 20 minutes.

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