Boulevard Hospitality Group Is Transforming Historic Landmarks Into Luxury Destinations

Photo Credit: BHG Group

Freddy Braidi understands something that many hospitality executives overlook – that people do not just remember places, they remember how those places made them feel. This is a concept he learned during his years working in Hollywood that now influences his work as Founder and CEO of Boulevard Hospitality Group (BHG). Today, Braidi runs one of the most culturally-connected hospitality companies in the United States.

In a city like Los Angeles where trends can change overnight, Braidi stands out with his long-term goals for BHG. Instead of designing concepts for short-lived social media posts, he focuses on immersive environments based in history and emotional connection. His background work in film informs each venue, from lighting and atmosphere to guest flow, resulting in experiences that feel like movie scenes occurring in real time.

These immersive ideas are best embodied by Boulevard Hospitality Group’s most recognizable Hollywood destinations. Under Braidi’s leadership, the company has restored and reactivated several well-known properties including Yamashiro Hollywood, TCL Chinese Theatre, Dolby Theatre, Kodō Hotel, and Rokusho LA. Collectively, the portfolio demonstrates an understanding of how hospitality, entertainment, and cultural relevance intersect in modern Los Angeles.

Photo Credit: BHG Group

Yamashiro Hollywood, one of the city’s most iconic landmarks, sits above the Hollywood Hills. The century-old estate has been a gathering place for artists, filmmakers, and celebrities for decades. Designated as a Historic-Cultural Monument, the property is one of Los Angeles’ most architecturally significant destinations. Under Braidi’s direction, Yamashiro has become a fully immersive cultural experience. Here, the winding gardens, koi ponds, terraces, and skyline views are hospitality approached through the lens of world-building, a technique influenced by Braidi’s cinematic past.

What makes BHG especially relevant is its ability to scale effectively. While many hospitality groups pursue expansion via replication, Braidi treats each of his properties as its own special ecosystem. Southern California venues like Ilya Restaurant, Osa Rooftop, Durango Cocina, Royal Hawaiian, Udatsu Sushi LA, and Cork & Batter Road House each have distinct identities while also reflecting the company’s immersive guest experiences and thoughtful design across all properties.

Photo Credit: BHG Group

Braidi’s ambitions, however, are no longer confined to California. In late 2025, BHG expanded eastward with the debut of Yamashiro Miami, the company’s first major project outside the West Coast. The opening presented BHG as a national hospitality brand capable of taking cultural concepts to new markets without losing authenticity.

As Boulevard Hospitality Group continues expanding across Southern California and Florida, Braidi is seen as a leader who is changing how historic properties look in the modern era. By combining entertainment, architecture, dining, and cultural programming into cohesive experiences, his brand is uniquely positioned between Hollywood legacy and luxury hospitality. For Braidi, the future of hospitality is about creating places that leave a lasting impression long after the evening ends. This means destinations that feel cinematic, timeless, and completely alive.

For more information, visit https://boulevardhg.com/.

Disclaimer: Written in partnership with APG.