A storied site that spans from the original Machado family ranch to the current tech-forward media arts and cinema scene, 11111 Jefferson needed to draw a line between hints of heritage and trend-forward style. Our design concept speaks to the location in terms of centrality, vibrancy and connection, matched by the influence of the site’s cinematic heritage. Subtle, and reinterpreted with a modern twist. No cliches. It’s a sophisticated expression of Hollywood cinema with its Deco influences, sultry moods, glamour and timeless style. Key considerations were countering a saturated marketplace filled with overtly modern or stucco-bland comps, while still introducing something that got attention in a frenetic landscape and lifestyle.