Key Properties at Runway Playa Vista Choose Allura for Protection

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Whole Foods, residential and commercial property projects in Playa Vista picked Allura fiber cement products to protect against moisture, wildfires and winds up to 200mph.

Allura Skylar

Adjacent to Runway, Skylar Playa Vista, a KB Home, features Allura Fiber Cement Products.

It was important to demonstrate to architects that Allura could help lower their clients’ bottom line.

Work continues at Runway Playa Vista, a mixed-use destination center in West Los Angeles situated on the land that once gave rise to the ideas and innovations of Howard Hughes and is now surrounded by today’s technology leaders, including Microsoft, YouTube, Belkin and Google. Among its many structures are several commercial and residential sites that feature Allura + EasyTrim Reveals, a premier fiber cement exterior cladding with built-in easy installation.

For his projects at Runway that include Whole Foods, General Contractor George Pondella of Rossmoyne Construction chose Allura, a Plycem brand, for its optimal moisture defense and long-lasting durability.

Runway is being transformed into a one-of-a-kind lifestyle, mixed-use center in coastal Playa Vista. Since the property is minutes from the Pacific Ocean, Pondella wanted moisture resistant Allura fiber cement products for multi-family, mixed-use and commercial exterior surfaces and specialty custom work.

“Allura has a willingness to support our endeavors with the right specifications to make projects work," said Pondella.

Allura coupled with EasyTrim Reveals offers easy install standards developed to fit "common rain screen” applications that help reduce labor, bringing added value engineering into almost any application.

“Plycem has a stellar reputation and is known for its advanced technology,” said Melanie Hindi, Territory Manager for Allura. “I felt it was important to demonstrate to architects that Allura could help lower their clients’ bottom line.”

KTGY architectural firm was reviewing leading competitors for the development of KB Home Skylar Playa Vista, a single family home development adjacent to Runway at Playa Vista, so Hindi presented strong evidence to support her pitch. She demonstrated that Allura was a better alternative over other brands providing a huge reduction in installation times by more than 50% over ordinary panels.

Additionally, Allura is formulated with advanced fiber cement technology enhancing its flexural strength, moisture resistance and protection from ultraviolet rays. Allura is engineered to adapt to any climate, stand up to salt spray and withstand hurricane force winds.

The anticipated Runway will feature 420 apartments, 35,000 square feet of office space and 221,000 square feet of retail. Cinemark Cinemas at Runway will open just in time for the 2014 holiday season. Climbing the plank ranks, Allura fiber cement siding will be featured this fall on multiple properties in Los Angeles County, including, Galvez Echo Park and Cartwright in North Hollywood. For more information about Allura USA, please visit

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Heather J. Taylor
On Target Agency
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since: 02/2014
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