Setting the stage

Microsoft Plaza at LA Live

LA Live is a sports and entertainment complex in downtown Los Angeles, right next to the STAPLES Center. Although planning was complete and architecture was well underway, LA Live was showing a projected Return on Investment (ROI) of only nine percent, and they needed twelve percent to proceed.

Based on a successful past relationship with Anschutz Entertainment Group, we were asked to maximize sponsorship revenues at the site through the creation of a fully branded experience. Using visibility opportunities that complemented the existing architecture, we achieved the needed three percent increase—how? A detailed knowledge of signage media and placemaking.

Developed by Anschutz Entertainment Group, the project has 5,600,000 square feet of residences, offices, museums, conference facilities, ballrooms, bars, concert theaters, restaurants, cinemas, and two hotel and condominium towers on a 27 acre site.

We also designed the interior program and arena sponsorship program for the STAPLES Center. This meant naming rights, signage, restaurants, food courts, retail, lounges, features, kiosks, attractions, and amenities for the new downtown arena.