DISTRICT LA BREA
RESEARCH, STRATEGY, and TREND CONSULTATION
San Francisco experience design agency, Distill, engaged me to help craft a brand and retail experience for an adaptive reuse development in Los Angeles' Fairfax neighborhood for developer, Madison Marquette.
OUR GOAL WAS TO POSITION DISTRICT LA BREA AS THE PREMIER STREET SHOPPING CENTER OF LOS ANGELES; THE STRATEGY WE DEVELOPED ULTIMATELY LED TO MEANINGFUL GROWTH AND CREATED AN AUTHENTIC, BUZZ-WORTHY ADDITION TO THE FAIRFAX COMMUNITY.
The district on La Brea Avenue, between 1st and 2nd, was comprised of a cluster of eleven buildings, warehouses, and offices–its past lives included being home to an Edsel Automobile Dealership and more recently the publishing and processing house, Continental Graphics. The mixed-use development, aptly named District La Brea, needed to build on the style and success of its neighboring shops like American Rag, Stussy, and Undefeated, while integrating seamlessly within the existing community.
We conducted research into the trends and retail habits of Angelenos; based on our findings we developed an Experience Blueprint that outlined a strategy to attract the right retail tenants and create services and experiences relevant to District La Brea's target customers. A carefully curated mix of retail, dining and creative offices, have since moved into District La Brea like Gant, A+R, What Goes Around Comes Around, Steven Alan, Sugarfish and Sycamore Kitchen.