Bernstein operated his establishment initially in a Red Car trolley[1] located just east of The United Artists studio lot.Generations of movie stars such as Humphrey Bogart, David Janssen and Clark Gable have eaten meals at The Formosa.[3] Frank Sinatra is reputed to have spent many nights at the Formosa in the 1950s, pining over Ava Gardner.Due to concerted citizen and preservationist efforts, the restaurant was preserved in its present location as a landmark.[2][4] In 2004, the historic restaurant was dwarfed by the West Hollywood Gateway shopping mall which was built to its immediate east, occupying the entire southeast corner of Santa Monica Boulevard and North La Brea Avenue.