The StayTony Hollywood at Highland is an apartment building that has been adapted to provide some units for corporate and other extended-stay clients. The minimum stay required is 31 days. (Dania Maxwell / Los Angeles Times)

Last week, an upstart company started providing furnished apartments for business travelers on Franklin Avenue in Hollywood. Its website describes a “tastefully renovated” apartment complex with “laid back West Coast DNA” and a feeling of “whimsical Italian modern maximalism.”

Tony Diamond, the founder of the company behind the project, said the owner of the 30-unit, rent-controlled apartment building worked with him for a simple reason: A studio at the complex near the iconic corner of Hollywood and Highland previously was advertised at $1,800. Once it was gutted, furnished and given a boutique-hotel flair, a traveling nurse agreed to rent it for $3,300 a month.

“Word is spreading and so landlords are coming to us,” Diamond said, standing in front of the complex’s kidney-shaped pool. “They love the partnership.”

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