Billionaire Developer Richard Lewis Buys First Penthouse In L.A.’s Exclusive Beverly West

Something big has crowned in Los Angeles. Emaar Properties, developer of Burj Khalifa (the world’s tallest building) and The Dubai Mall (the world’s largest shopping and entertainment destination) just unveiled the Penthouse Collection at Beverly West Residences, the über-luxe, 22-story boutique high-rise billed as “the most exclusive residential tower in Los Angeles.”

Adjacent to the Los Angeles Country Club, Beverly West houses 35 intimate residences with unobstructed downtown and mountain vistas, luxury amenities, and easy access to the heart of Beverly Hills. The Penthouse Collection caps off Beverly West’s final phase with five bespoke, move-in ready homes (one sold the first week), represented by Hilton & Hyland bigwigs Jeff Hyland, Bill Simpson and Susan Pekich.

“The five penthouses are certainly in a class by themselves with approximately 8,000 square feet of living space, a view corridor that will never be obstructed, and a pristine level of quality and finishes not normally seen in vertical properties,” says Jeff Hyland.

“Most exclusive”, “biggest” and “best” are bold claims in the city of hype, where megamansions and gleaming towers are a dime a dozen. How developers distinguish their projects is the fine-line between a splashy headline sale and a languishing spec home, especially in a difficult over-the-top, oversupplied, overpriced market. How it’s marketed often determines if it sells.

Beverly West’s advantage—its design, location, access, and L.A.’s high-rise renaissance. Vertical living is hip again, even for A-listers like Ellen DeGeneres and Los Angeles Clippers coach Doc Rivers who chose to live here at one time or another. Located along Wilshire, the building is marketed as “luxury elevated,” validated by amenities like a saltwater pool, spa, sun deck, fitness center and a billionaire-friendly helipad.

Designed by Plum Design West’s Lisa Garriss, the Penthouse Collection represents the building’s pinnacle—fully-furnished homes with direct elevator access and floor-to-ceiling panoramas, occupying the top five floors. Each penthouse is curated around a specific persona—The Mogul (18th floor); The Entertainers (19th floor); The Collector (20th floor); The Musicians (21st floor); and The Producer (22nd floor). Pricing starts at $20-plus million.

“To create five unique penthouse residences, I drew from my luxury hospitality design experience to imagine specific themes or personalities for each residence thereby creating distinct visual stories for each,” says Garriss.

The Entertainers Penthouse, a 8,215-square-foot, three-bedroom unit was designed for a couple who entertains. Billionaire developer Richard Lewis and his wife, who previously lived on a lower floor, purchased the unit for $21 million. It features a large great room (with birds-eye golf course views), chef’s kitchen, wine vault, bar, dual master baths, a wellness massage suite and multiple balconies.

“Each residence has its unique character and personality infused within the product selection, material, and finish specifications,” says Hyland. “From the moment you step off the private elevator into each residence, you experience their character and individuality.”

If Garriss provides the canvas, Frenchman Maxime Rançon paints the picture. Rançon is a real estate game changer, the creative marketing maestro whose swooping drones and slick, high-def wizardry turn unoccupied properties into Hollywood-style eye candy.

The Rancon Company brings contemporary homes to life via swinging doors, zooming cars, athletic actors swimming across infinity pools, and gorgeous models cat-walking across custom kitchen floors and patios. It’s all presented as a lifestyle dream come true.

“We create campaigns that generate emotions and tell compelling stories,” says Rançon, who also produced films for Beverly Hills’ Opus and Morreale (the world’s most expensive fragrance). “We want buyers to identify with the lifestyle that comes with living in the building. People want to feel amazed and inspired.”

The film trailers romanticize what it’s like to live inside Beverly West, depicted through luxury features, memorable events and those penthouse personas—an epic proposal, a wine collector, a musician, and more to come.

“When it comes to creating stories for luxury real estate, my creative process is almost like method actors,” says Rançon. “I like to spend as much time [at the property] as possible—really feel the place, walk around the property alone, and think about the memories that are created there.”

In the proposal film (called Endless Horizons), the camera scales Beverly West’s façade and peers through automatic blinds which open to views of downtown Beverly Hills. Morning sun and shadows awaken a woman who’s been left a red rose and a love note that says: “Be ready for tonight.” The tease.

A voiceover wonders: “What does it take to make the dream real? To find with open eyes, what you’ve only seen with eyes closed. To truly live what you’ve dared to hope.” He means Beverly West Residences, of course.

The film continues with glamorous imagery—a handsome man driving his Rolls-Royce through Beverly Hills; his beautiful lady soaking in a luxurious bathroom suite tub; and a massive walk-in closet stacked with designer shoes and clothes. Then, the couple head to Beverly West’s rooftop helipad for a romantic dinner where he proposes. The proposal is also metaphor, enticing buyers to commit to Beverly West.

The voiceover continues: “The journey leads you here to your destination. To a place only you could find, and only you could know.” Again, he means Beverly West. As the newly engaged couple walks back through an expansive, elevated Beverly West condo, they take in sights of fireworks reflecting off Beverly West’s glass façade.

The voiceover paints the final scene as if it’s a dramatic sunset: “Now open your eyes. Welcome home.”

This post first appeared on Forbes.com. To see the original, click here.