Starring on
the Superblock

2000 Avenue of the Stars delivers on a promise that a new office building would complement Los Angeles' iconic Century Plaza Towers and breathe new life into a once prestigious Westside address.

Confronted with an under-performing asset in a business district renowned for high-profile professional services tenants, Trammell Crow Company looked to Gensler to reposition the former ABC Entertainment Center and restore the luster of the Century City superblock.

Turned on Its Side

After mulling renovation of existing buildings and amenities, Gensler's design team decided the best option for success was a new building with marketable 28,000-square-foot floor plates.

In order to fit the client's 795,000-square-foot requirement within the 12-story height limitation, the building comprises two towers joined at the top and bottom by full-floor spans.

Rather than compete with the adjacent 44-story Century Plaza Towers, 2000 Avenue of the Stars forms one complementary partner—a tower set on its side with a signature void elegantly punched through its massing.

Greening the Plaza

A 30-foot grade difference between the bases of the new building and the Century Plaza Towers provided the opportunity to introduce a gently sloping 3.5-acre park.

The park replaces what, in the old Entertainment Center, was a hardscaped plaza that stepped down the grade change with three levels of retail.

The planted lawn improves storm water management and reduces heat island effect.

Urban Open Space

"This is now one of the great parks in Los Angeles," says Robert Jernigan, principal and managing director of Gensler Los Angeles.

"It helped reposition this site as a world-class office space and created a successful destination for this area of Century City."

A Breath of Fresh Air

Building on the greening of the plaza, the design team incorporated sustainable features such as insulating low-emittance windows and outside air economizers that draw in outside air to supplement the building's HVAC system.

Through these and other measures, such as solar-shading devices on the south façade, Gensler's design cut the building's energy demand by 16 percent and reduced by 20 percent the project's water consumption.

Urban Connectivity

With its proximity to Westfield Century City mall, The Century Plaza hotel and office buildings, 2000 Avenue of the Stars acts as a catalyst for the district's connectivity.

Where the old project was accessible only by tunnel, 2000 Avenue of the Stars opens to Constellation Place and Avenue of the Stars, the main intersection in Century City.

The new park provides an inviting destination where office tenants, visitors and the community at large can meet and engage their surroundings.

Fulfilling Promise

The building has exceeded expectations, attracting neighbors, complementing Century Plaza Towers and attracting high-profile Creative Artists Agency as its anchor tenant.

That lease was another win for Century City, which has been siphoning talent agencies from adjacent Beverly Hills in recent years.

"With the associated amenities the project brings to the site, Century City now has another asset that can service the entertainment industry," says Jernigan. "Not only did this project demand higher rents, but it has led to an overall reduction in vacancy in Century City."

Story
Christopher Keough (GenslerLos Angeles)
with Gensler Firmwide Communications


Images*
Benny Chan, Fotoworks

*For detailed information, please roll over imagery on individual story pages.

Video
Ben Conrad (GenslerLos Angeles)

Related content

http://www.gensler.com requires a more recent version of the Flash player than you currently have installed, and JavaScript turned on to view this content.

Please download the most recent Flash player.

 

About Us
As architects, designers, planners and consultants, we partner with our clients on some 3,000 projects every year. These projects can be as small as a wine label or as large as a new urban district. With 2,000+ professionals networked across more than 30 locations, we serve our clients as trusted advisors, combining localized expertise with global perspective wherever new opportunities arise. Our work reflects an enduring commitment to sustainability and the belief that design is one of the most powerful strategic tools for securing lasting competitive advantage.

 

Download Gensler's Fact Sheet (pdf) for more information regarding the the services we provide, markets we support, our locations and our leadership.

 

Download "Design Update: The Ritz-Carlton and JW Marriott at L.A. LIVE" (pdf) to learn how L.A.'s sports-entertainment district gets its landmark.