Los Angeles, CA (PRWEB) September 25, 2011
Washington, DC based developer Madison Marquette’s redevelopment of the famous Continental Graphics building on La Brea is changing the block into a new creative collective destination called District La Brea. The project features eleven buildings under transformation to host a complimentary mix of retail, food, and creative offices connected by a shared sense of originality, design, and style. La Brea is a 85,000 square foot building located between 1st and 2nd Street on South La Brea Avenue. La Brea’s Phase I has been completed with Phase II underway and scheduled to be completed by 2012.
“We’re looking to expand a little bit of SoHo that has existed on La Brea,” said Tom Gilmore, Executive Vice President of Madison Marquette. The area already hosts an eclectic mix of galleries, retailers, and restaurants including La Brea Bakery and Pinks Hot Dogs. The project’s focus is to modernize the historic 1930’s era compound of buildings into a destination for the fashion forward and edgy likes that already frequent the popular retail boutiques across the street such as American Rag, Union, Stussy, and Undefeated. Madison Marquette is building on heritage by reviving the iconic buildings and exposing the unique patterned wood ceilings, original brick walls and steal beams.
One of La Brea’s goals is to target emerging local concepts. “We are carefully curating the La Brea experience to build on the history of both the site and the neighborhood. We are inviting an eclectic mix of emerging regional and local retail and dining brands to put down roots. We are welcoming the “brand experience” movement in retail,” said Brandton Leitze, General Manager of La Brea. Adding that in today’s retail industry it’s becoming more and more competitive as consumers are no longer just interested in traditional boutique concepts, they want to be in engaged by the retailer through creative connection, individuality and experience.
Feal Mor, a retail concept showcasing a collection of French and Japanese menswear, vintage military, and highly curated collections opened a 1,200 square foot flagship store at 165 S. La Brea Ave. JP Plunier, president and designer of the brand who also owns independent music label Everloving says he prefers La Brea over any area because it will be easier to attract a fashion crowd due to American Rag’s 20 year roots in the area.
La Brea also signed on vintage purveyor, What Goes Around Comes Around early this summer for the boutique’s only West Coast location. What Goes Around Comes Around (WGACA) is a high end vintage boutique where aficionados from across the globe, editors, stylists and the industry’s top designers frequent it to delve into its world-famous collection. Founders Gerard Maione and Seth Weisser have over 17 years of experience in fashion and after over a decade of traveling the world searching for the finest vintage wear the duo launched WGACA Collection, a vintage-inspired line for women and men. La Brea is excited for their presence on the block as they have a strong following.
Recently La Brea signed a long-term lease with Karen and Quinn Hatfield for a new bakery cafe concept, Sycamore Kitchen. Chefs Quinn and Karen Hatfield currently own an elegant dinner restaurant, Hatfield's on Melrose. Sycamore Kitchen will be a full-service restaurant for bakery fare and seasonally-focused cuisine and will be open for breakfast, lunch and dinner. "A 2,000 square foot restaurant will feature loft-style windows, exposed brick walls and a courtyard patio and is scheduled to open in summer of 2012. Sycamore Kitchen is a great addition to the project and will serve both retail customers and office tenants on the block" said Shipra Bhardwaj, Project and Asset Manager for La Brea.
Madison Marquette looks forward to develop and implement a Business Improvement District. The plan is to get City’s approval for a future crosswalk between La Brea and American Rag to create pedestrian access and synergy between the La Brea project and the neighboring tenants on the other side of the street.
La Brea offers a 125-space, three-story parking structure on the corner of Second Street and La Brea Ave., as well as a 44-space parking lot on First Street. The parking is an added asset to the project and neighboring businesses.
Customers can get connected to follow La Brea’s updates, tenant deals, insider promotions, special events and new happenings in the community via Facebook, Twitter and the website’s blog. For more information visit http://www.districtlabrea.com.
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About Madison Marquette
Founded in 1992 by parent company, international investment firm Capital Guidance, one of the nation’s leading investors, developers and operators of retail and mixed-use real estate.
Total portfolio includes 20 million square feet across the United States and employs over 200 dedicated professionals. Madison Marquette is headquartered in Washington, D.C. and maintains a local presence in the major markets where they invest and operate, including offices in P Philadelphia, New York, Fort Lauderdale, San Francisco, Los Angeles, San Diego, Charlotte and Seattle. At Madison Marquette projects are distinctive. As a result, a 20-year track record is among the best in the industry.
About La Brea
The eleven buildings that currently comprise La Brea are being transformed into a new “creative collective”….a complimentary mix of retail, food and office connected by a shared sense of creativity, design and style. La Brea encompasses the evolution of these non-distinct buildings and the disjointed surrounding neighborhood into a coherent destination for forward/edge/street fashion and accessories shoppers and creative/design oriented workers. When combined with the existing retailers across the street, La Brea becomes the catalyst forthe creation of “District La Brea” – the soon to be L.A.’s mini-SoHo district.