THE SITUATION

Federal Realty is an investment group out of Southern California with a proven record of transforming commercial real estate into high-end retail destinations. They brought us on to provide branding and strategy for a new shopping, dining and lifestyle locale in El Segundo, California. Sitting a few blocks from the ocean, we dubbed it The Point, a central place for residents of neighboring beach cities to meet, shop and dine. The ease and casual lifestyle of Californians also served as a thematic element.