As Southern California’s premier fashion destination, the Beverly Center redevelopment is a collaboration with Taubman and team of architects, landscape architects, lighting designers, general contractors and fabricators.
SPD developed the new logo, print communications, public monuments, tenant standards, storytelling programs, site-wide signage + wayfinding, and provided consultation for the art program.
Taking a sculptural approach to the environmental work in this project, the desired affect is to update the structure’s dated exterior architecture and bring a modern, clean design to the interior.
My role in this project was split between finessing the final signage design, as well as acting BIM coordinator do the architect. I completed the signage location plan and placement of 3d realistic model of all signs through out the retail space, private space, parking garage, and public spaces.
Muted, yet highly saturated colors are assigned to each level of the parking garage for easy wayfinding in the large, oddly shaped spaces. Polished stainless steel is accented by charcoal grey and a clean pantone white in the retail spaces to highlight the architecture andyet not overpower the tenants.
A system of custom iconography was developed to accent the new logo and simplify wayfinding
Regulatory, ADA compliant, directional & tenant signage had to be meticulously programmed throughout the entire building. Signs in public spaces are adorned with a custom-routed graphic pattern and accented with polished stainless steel.
The building’s identity is made modern by replacing the dated typeface with geometric San-serif Futura. Horizontal & stacked layouts give the identity a new breadth of possibilities.