Silver Lake Resi-Retail Branding
Fabric Launches Sunset Row
Mixed use. Multiple buildings. One story.
Sunset Row is a new collection of apartments that span new construction infill to adaptive reuse, spanning several blocks, addresses and architectural aesthetics through the heart of Silver Lake. That’s a brand framework and communication challenge on it’s own.
But these residences are also grounded by a retail hub built by the same ownership, that was designed to house fashion labels, local boutiques, outdoor gatherings, fourth wave coffee houses and generally become the neighborhood’s cultural destination.
The brand had to offer a cohesive framework that united all of the properties while allowing the flexibility for each to have their distinct voice and nuances. And, most importantly, this is Silver Lake and the demo is the most savvy. So everything needed be authentic and on trend with no megacorp vibes.
And we have lift-off. The launch has been an overwhelming success with the retail component fully leased with one of the most ebviable rosters in retail, including the likes of Sunspel, New Balance, Filson, Malin + Goetz, D.S. & Durga, Akila and Loquat.
The residential side just premiered with the quiet-luxury-branded Mysa, a 74-unit apartment residence with Japandi interiors and bespoke amenities.
