Beverly Center’s iconic location is a cultural anchor of one of the most artistic and diverse communities in the world. But even at the epicenter of LA, it had become an outdated behemoth. Working closely with consumer research, designers and architects, I helped hone a new vision for the dormant destination. Our goal was to create a brand that’s the perfect backdrop to quintessential LA, providing curated amenities, entertainment and experiences to satisfy the most discerning locals.