Royal Hawaiian Center Continues Metamorphosis to Reveal More That Just Shopping

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New look, new name and new logo showcase exciting new offerings.

Royal Hawaiian Center

We are proud of our merchants, who offer a diverse range of shopping, dining and entertainment options. As partners with our merchants, we are able to re-create ourselves as a world-class retail destination.

Royal Hawaiian Shopping Center’s dramatic $115 million revitalization is being marked by a change in its identity. It is now called Royal Hawaiian Center and features a new logo, signaling that the Center offers more than just shopping and is setting the new mood of Waikiki as a gathering place for visitors and locals.

“The Center has been transformed both physically and operationally as a more uniquely Hawaiian place, and this new logo reflects that change,” said Rosalind Schurgin, CEO of The Festival Companies, manager and developer of Royal Hawaiian Center. “We are proud of our merchants, who offer a diverse range of shopping, dining and entertainment options. As partners with our merchants, we are able to re-create ourselves as a world-class retail destination.”

As the Center completes its revitalization this spring, the new identity will appear in both its name and logo. The new logo is a blend of past and present, and symbolizes Royal Hawaiian Center’s return to the heritage of Helumoa in Waikiki.

The niu, or coconut trees, in the logo are a fitting symbol of abundance and prosperity at Helumoa that was once lush with a grove more than 10,000 coconut trees. It was also a favored retreat for the ali‘i, or Hawaiian royalty, and is the location where Princess Bernice Pauahi Bishop bequeathed her vast estate to establish Kamehameha Schools – the owner of Royal Hawaiian Center.

The logo also reflects the mound that has been created at The Royal Grove. It is a gathering place where people can relax, people watch and enjoy the Center’s performances and ethnobotanical gardens -- in a lush haven away from the hustle and bustle of Waikiki. Here guests will enjoy the Center’s many cultural classes and entertainment programs.

“Dropping the word ‘shopping’ from our name indicates that we see ourselves as a true Center for Waikiki -- for food, entertainment, as well as shopping. It really is a gathering place for visitors (malihini) and locals (kama‘āina) alike” says Marleen Akau, Royal Hawaiian Center’s general manager. “It really gives the opportunity to ho‘olauna, or find natural settings for warm interactions to mingle and share the aloha spirit, perpetuate the Hawaiian culture and strengthen our bonds with our guests.”

Royal Hawaiian Center is forging a new path to becoming a gathering place to enjoy food and entertainment; a retail hub in the heart of Waikiki; and a place where visitors can experience the new mood of Waikiki.

About Royal Hawaiian Center
Royal Hawaiian Center, the premier shopping and entertainment destination in Waikiki, consists of more than 310,000 square feet along a three-block stretch of Waikiki’s famed Kalākaua Avenue. A dynamic mix of 110 world-class retailers, restaurants and entertainment destinations will occupy the unique four-level Center. Its multi-million dollar renovation has transformed the dynamics of Waikiki by providing visitors and kama‘āina the largest public gathering space for entertainment and culture while also restoring a Hawaiian sense of place to the physical and operational environment to the Center. The renovation is slated for completion in the first quarter of 2008. The Center is situated on more than six acres of prime real estate in Waikiki and is owned by Kamehameha Schools. To learn more about the Center or its revitalization project, visit

Melissa Malahoff-Kamei    
McNeil Wilson Communications
(808) 539-3435

Ms. Sam Shenkus
Royal Hawaiian Center
(808) 931-3110


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Melissa Malahoff-Kamei

808 539-3435
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