How Old Hollywood and starchitecture built Santa Monica’s Gold Coast

The stars of the silver screen collided with the stars of architecture on a small strip of beachfront in Santa Monica

On a Sunday afternoon in July of 1937, a housewarming party was held at 546 Palisades Beach Road in Santa Monica, on one of America’s most exclusive and fabled streets. Dubbed by various wags “the American Riviera,” “Rolls Royce Row,” and the “Gold Coast,” this low stretch of oceanfront below the craggy Palisades featured 30 or so eclectically-styled summer homes. But the reason for this neighborhood's international fame had nothing to do with its innovative architecture and everything to do with its residents, who included the most powerful men and women in the movie business. The new neighbors at the Wallace Neff-designed “Monterey Colonial” were no exception: 🏡 LA.CURBED

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