Westfield, the largest retail property group in the world, engaged me to help with strategic positioning and the redevelopment of the iconic Fox Hills Mall in Los Angeles.
Now known as Westfield Culver City, it’s a historic property designed by renowned architect Caser Pelli, and a relic of the SoCal “mall” era. At the same time, Culver City itself was undergoing a seismic shift especially in the media and arts. Daytime employment figures were growing fast, yet there was nowhere to eat or shop at the types of establishments these new workers and residents wanted.
As part of the redevelopment, we introduced an enlarged, beautifully designed dining area, drawing the daytime workers for lunch, and the full-time residents through evening. We also rethought the leasing plan, bringing in a more appropriate mix of influencer, designer and urban retailers. The result has completely transformed the property, the neighborhood and Culver City.
My creative development work included overall positioning, and look and feel for all redevelopment, including community awareness materials, construction barricades and pole banners, as well as a complete suite of leasing materials including print materials, outdoor large format, video and digital.
WHAT I DID
Brand Voice Identity Design
Print Collateral Design
Digital Marketing Design
Motion & Video Design
Photography Art Direction