In 1928, south of Gueliz, Henri Prost began laying out the more exclusive quarter of l'Hivernage, destined as a haven for French diplomats and high officials wintering in Marrakesh (hence its name). It was kept separate from Gueliz by the el Harti gardens and a series of sports fields and complexes. Hivernage was laid out in the palm and olive groves along the road (modern Avenue de La Menara) that connected the old city (at Bab al-Jedid) with the Menara Garden in the west. The avenue was set parallel to the High Atlas to maximize the panoramic view of its peaks. With the help of the architect Antoine Marchisio, Prost erected the luxurious La Mamounia hotel in 1929, in the gardens of the 18th-century arsat of al-Mamoun, elegantly melding Art Deco and Orientalist-Marrakeshi designs. Winston Churchill, who first visited Marrakesh in 1935 and stayed at La Mamounia, considered it to be one of the best hotels in the world. A casino was soon added. Hivernage, covered by grand villas and hotels, would become a winter destination for many French music-hall celebrities, such as Maurice Chevalier, Edith Piaf and Josephine Baker, and soon morph into the playground of American and European movie stars and a routine stop for the post-war jet set. The old Atlas qaid, Thami El Glaoui welcomed the stream of celebrity guests, hosting parties for them in his palaces that are said to have been dripping with lavish excess.