MICHAEL MAVIAN

THE BEVERLY CENTER
BRANDING
︎︎︎2018


ROLE:
CREATIVE DIRECTION, DESIGN

STUDIO:
BRUCE MAU DESIGN

PHOTO:
THE BEVERLY CENTER

The Beverly Center is an iconic Los Angeles landmark and shopping destination, featuring an array of luxury, contemporary and fast fashion retailers. It underwent a spectacular transformation by Studio Fuksas, which features a complete renovation of the property, new singular views of the city, new skylights and new cultural offerings such as restaurants, a chef-driven food hall, exclusive events and fresh retailers sprouting up across 2018 and beyond. A re-brand and launch campaig unveiled their new multi-faceted shopping experience. Taking visual inspiration from the building’s physical transformations and LA’s sunny disposition, the brand identity alludes to the visitor’s revitalized shopping experience. The wordmark features bold type with wide, airy kerning as a nod to the mall’s new atmospheric interior adorned with natural light.


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