Celebrating our rebrand of Hollywood's most visited intersection.
Ovation Hollywood is a world-renowned tourist destination located at the intersection of Hollywood & Highland. The space is best known for hosting the Academy Awards Red Carpet, and housing both the Dolby Theatre and the TCL Chinese Theatre. We partnered with DJM, GAW Capital, Gensler, and the Hollywood community to reimagine the iconic, but outdated, center. From deeply understanding the goals for the space to naming the center and designing a comprehensive visual system, we're proud to be a part of a transformative renovation.
"Thanks to the inspiring collaboration between our teams, Ovation now fits into its reputation as one of the greatest destinations in Los Angeles for people seeking an authentic Hollywood experience," says Chad Cress, DJM's Chief Creative Officer. "Ludlow Kingsley's ability to name, design, and create a range of beautiful moments for the renewed Hollywood & Highland center was essential to the success of the project."
We worked with the Hollywood community, the city council, and numerous neighborhood groups to make sure we had a deep understanding of the hopes and dreams for the rebrand. After countless conversations and reviewing data and surveys over the past 10 years, we created three strategic pillars for our brand work: Constellation, Oasis, and Angeleno. From an experience worthy of the stars, to a peaceful respite from the bustle of the boulevard, to representing the people that make this city great, we were careful to include every pillar in the design and messaging moments throughout the property.
We worked to capture the magic of Hollywood by leaning on classic design principals with a modern twist. Playing into the stars, both literally and figuratively, we created a recognizable destination with a design system that expands into bright, inviting, colors and shapes. Additionally, our custom illustration of clapping hands speak to the collective experience the brand helps foster as you experience the many moments of the center.
We worked with the best architects in the city to make sure our messaging and design perfectly complimented each wayfinding, signage, and environmental moment. From an eye-catching light up sign to murals throughout the property to a rainbow colored parking garage, we were in awe of the amount of spaces and places our design work could live. Next time you watch the Oscars, keep an eye out for our work in the background while the stars walk the red carpet.
We created a fun, interactive website with custom graphics to tell the story of the reimagined space. It uses our refreshed visual system to showcase the new offerings at the revitalized center, including exciting dining to events and their updated approach to leasing.
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