L.A.’s Promenade at Howard Hughes Center receives a new name and a $30 million cash injection

Laurus Corporation and The Jerde Partnership will team up to rebrand the center as a family-friendly dining and entertainment destination.

July 20, 2017 |
A collage of four renderings showing the new HHLA from Laurus Corporation and the Jerde Partnership

Rendering courtesy of Laurus Corporation

Laurus Corporation, a L.A.-based real estate investment and development firm, purchased the Promenade at Howard Hughes Center last year and is now giving it a $30 million shot in the arm to improve the experience for patrons. Improvements will come in the form of new tenants, a pedestrian-friendly layout, and public courtyards. The improved center will be rebranded as HHLA.

The Jerde Partnership is leading the design of the upgrades, which will create easier access for nearby residents and office workers via more indoor-outdoor connections, enhanced landscaping, and updated interior design throughout the six-acre property. Connectivity between retail, dining, and community gathering spaces with surrounding parking areas will be improved. New restaurants, entertainment options, and retailers will join the current anchor tenants of Dave & Busters and Cinemark.

Located next to the Cinemark Theater, a new courtyard will become the heart of HHLA. The area will contain an outdoor screening area and fire pit, restaurants and food venues, and outdoor lounge spaces. Additionally, the current Art Deco retail facades will be updated to reflect a more modern aesthetic.

Construction is already underway and the project is expected to be complete by 2018.

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