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LA Promenade repositions for Silicon Beach

BY Michael Fickes

Have you heard of Silicon Beach? No, it isn’t an offshoot of Silicon Valley. It is a phenomenon emerging in West Los Angeles, home of The Promenade at Howard Hughes Center, a mixed-use development with office, residential, hotel, retail, restaurant and entertainment offerings.

Silicon Beach has taken its name from Silicon Valley — both are notable for the number of creative business start-ups.

LA and the real Silicon Valley are start-up equals? Apparently. Startup Genome, a firm that researches business start-ups ranks Los Angeles as the third busiest start-up community in the world. Silicon Valley and Tel Aviv rank first and second. So, yes.

And that is inspiring The Promenade at Howard Hughes Center to change. The Center’s owner, Passco Companies, a privately held commercial real estate developer, owner and manager, has announced plans to reposition The Promenade as a comprehensive entertainment destination.

“The business and residential submarkets surrounding The Promenade at Howard Hughes Center have undergone a massive demographic transformation over the past five years, bringing in creative professionals involved in the entertainment, creative tech and gaming industries,” said Howard Wong, director of leasing at Passco.

In addition to the influx of creative start-up companies into West LA, the area has also seen an increase in on-campus student housing at local universities — Pepperdine, Loyola Marymount and Otis College of Art and Design have nearby campuses — and an increase in tourist and business travelers in nearby hotels.

Residential development has also grown in neighboring Playa Vista — as well as within the Howard Hughes Center itself, noted Wong.

“Our decision to reposition The Promenade … was a response to the increased demand for unique dining and entertainment options within this urban market,” continued Wong.

Repositioning is underway
As part of the repositioning effort, Passco recently added two national entertainment tenants to The Promenade: Dave & Buster’s and Buffalo Wild Wings. With space under construction now, both tenants plan to open in late 2013.

Moreover, existing tenant Cinemark acquired Rave Cinemas and will continue operating the theater at The Promenade. “The theater is one of the first to offer upscale, first-run movie viewing with modern dining and beverage services in a family-friendly environment,” Wong said. “As such, Cinemark continues to attract an increasing number of entertainment-seekers to the center.

“…We are actively seeking more entertainment/restaurant tenants such as upscale bowling, unique restaurants and brand experience stores among others.”


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Target does design deal with Peter Pilotto

BY CSA STAFF

Talk about planning ahead. Target has announced a new collaboration with designer Peter Pilotto that won’t hit stores or the Internet until February 2014.

Announcement of the deal was timed to coincide with the design firm’s runway show at London Fashion Week. The line will feature 70 items of women’s apparel, accessories and swimwear and range in price from $14.99 to $79.99. In addition, Target said it would partner with global online luxury retailer Net-A-Porter.com to offer the limited edition Pilotto line to an international audience. Peter Pilotto and Christopher De Vos are the designers behind the Peter Pilotto brand.

“Peter and Christopher have a rare talent for capturing the essence and energy of London in a way that’s completely universal in its appeal,” said Trish Adams, Target’s SVP of apparel and accessories. “This collaboration allows our guests to brighten their look at truly remarkable prices this spring. By working with Net-A-Porter.com to make the collection available internationally, we’re able to introduce Target’s democratic approach to design to a new audience.”

The same is true for the designers who will be able to extend their brand to the more mainstream shoppers who frequent Target stores.

“This is a pivotal moment for our brand. Our collection for Target embodies the elegance and spirit of our own line, but makes it accessible to everyone,” said Christopher De Vos.

According to Target, the designers are created one of London’s most recognized and coveted fashion brands and are celebrated for their innovative, complex and colorful prints. Peter Pilotto for Target will feature the designers’ distinct aesthetic which combines hyper-real digital prints in striking blues and greens and warm reds and oranges.

The Pilotto brand is currently sold at 220 retailers globally, including Net-A-Porter.com which ships merchandise to 170 countries.

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P&G upgrades Pampers diapers line

BY CSA STAFF

Pampers has upgraded its entire line of diapers, training pants and wipes. The new product enhancements come after the company sponsored a survey of moms to address their concerns of unmet needs for their babies.

“At Pampers, we strive to meet the needs of every mom and baby,” said Fama Francisco, Pampers VP and general manager. “In the last 18 months, we’ve listened to thousands of moms on what they want for their baby. They told us a diaper that provides superior dryness, comfort and fit, particularly overnight.”

With that insight, Pampers is launching Pampers Baby Dry, a diaper the company states is three times drier than ordinary diapers and provides up to 12 hours of overnight protection with three layers of absorbency.

The company also announced the Pampers Swaddlers line is now available through size five. Also, Pampers Crusiers diapers are now more absorbent and offer a better fit than previously, the company noted.

Pampers recently sponsored a survey of more than 1,000 moms with children ages 3 years and younger. The survey found that nearly 1-in-3 mothers of babies ages 1 year or younger (30%) responded that they expect a wet, leaky diaper to be the No. 1 reason their babies may wake up at 3 a.m. Furthermore, the leading technique mothers of babies ages 3 years or younger (32%) use to help their babies have an uninterrupted night of sleep is to put a dry diaper on them before bed.

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