Park Elm Residences at Century Plaza
Centered, Above It All.
Set within the reimagined Century Plaza, Park Elm Residences brings together architecture by Pei Cobb Freed & Partners and interiors by Yabu Pushelberg. Its two sculptural towers offer expansive homes and sweeping views at the heart of Century City, with the Fairmont hotel, dining, shopping and gardens at their doorstep.
The positioning, Centered, Above It All, echoes the Century Plaza name while expressing the balance and ease of life at Park Elm. It captures the appeal of being part of a vibrant destination, yet secluded from its activity, with the privacy of home above and all of Century Plaza close at hand.
Working with Reuben Brothers, And Partners developed the naming, brand strategy, visual identity and integrated sales and marketing platform. Inspired by the location at the intersection of Park Circle and Elm Court, the property’s two private residential approaches, the name gives this new identity a direct connection to its setting.
Set within the reimagined Century Plaza, Park Elm Residences brings together architecture by Pei Cobb Freed & Partners and interiors by Yabu Pushelberg. Its two sculptural towers offer expansive homes and sweeping views at the heart of Century City, with the Fairmont hotel, dining, shopping and gardens at their doorstep.
The positioning, Centered, Above It All, echoes the Century Plaza name while expressing the balance and ease of life at Park Elm. It captures the appeal of being part of a vibrant destination, yet secluded from its activity, with the privacy of home above and all of Century Plaza close at hand.
Working with Reuben Brothers, And Partners developed the naming, brand strategy, visual identity and integrated sales and marketing platform. Inspired by the location at the intersection of Park Circle and Elm Court, the property’s two private residential approaches, the name gives this new identity a direct connection to its setting.
Client(s)
Reuben Brothers
Services
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Designed to complement the broader Century Plaza brand, Park Elm’s visual identity takes a more restrained approach to typography, color and composition. Elegant typography, olive green and warm neutrals are balanced by generous space across print and digital. Textured covers, subtle gold detailing and tactile packaging echo the material richness of the interiors, carrying the attention to detail of the residences into the printed collection.
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And Partners art directed an original lifestyle shoot with a deliberately intimate, editorial perspective. The focus shifts from the energy of the destination to personal moments at home, presenting Park Elm as a private oasis. The photography is residential in nature, capturing the feeling of retreat above the activity of Century Plaza.
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