1. art and entertainment
2. visual art and design
3. design

O P E N I N G FA L L 2 0 1 5
Over the past year we have been busy! Construction is well under way and we have
leased over 75 percent of our buildings to an incredibly exciting mix of merchants and
chefs. With the tone of quality set by our first fifteen tenants, we are releasing our final six
spaces for lease.
We are also excited to announce the acquisition of the immediately adjacent parcel,
which will add approximately 30,000 square feet of additional retail and creative office
space to PLATFORM.
PLATFORM is opening Fall 2015.
is the convergence of
F A S H I O N , A R T, a n d C U L I N A R Y TA L E N T i n H AY D E N T R A C T;
t h e m o s t d y n a m i c n e i g h b o r h o o d i n Lo s A n g e l e s.
25
F I R S T TO M A R K E T D E S I G N E R S , B R A N D S A N D S P E C I A LT Y
MERCHANTS
5
N AT I O N A L LY R E N OW N E D C H E F S
7
C R E AT I V E LO F T S F O R L E A D E R S I N T H E E N T E R TA I N M E N T,
M E D I A , A N D FA S H I O N I N D U S T R I E S
75 %
PRELEASED
OPENING SEPTEMBER 2015
W e a r e e x c i t e d t o i n t r o d u c e y o u t o t h e fi r s t fi f t e e n b r a n d s t h a t w i l l b e a p a r t o f
P L AT F O R M , a n d l o o k f o r w a r d t o d i s c u s s i n g o u r f i n a l s i x a v a i l a b l e s p a c e s w i t h y o u .
International style setter Nevena Borissova will be debuting her first CURVE
lifestyle flagship at PLATFORM. Starting with her first sore on Robertson
Boulevard in Los Angeles, Nevena has grown CURVE into one of the pillars of
cutting-edge style in retail. Obsessed with discovering and promoting new
talent, Nevena has launched the careers of numerous designers and is
known throughout the industry as being a buyer that is ahead of the curve.
CURVE at PLATFORM will feature a curated collection of men’s, women’s, and
children’s apparel, in addition to Nevena’s favorite home goods, accessories
and jewelry. The new lifestyle concept will mix pieces from labels such as
Isabel Marant, Balmain, Christopher Kane, IRO, Alexander McQueen, and
Raquel Allegra with Nevena’s own A.O.T.C. collection. CURVE currently has
locations in New York City, Los Angeles, Miami Beach, San Francisco and
Malibu.
Internationally lauded British designer Tom Dixon will be opening his
and modern interpretation of a British tea room with light bites and
first US lifestyle flagship at PLATFORM. The space at PLATFORM will join
incredible presentation.
The Dock in London as the only two Tom Dixon stores in the world,
The shop and cafe will open up to Nevena Borrisova’s flagship CURVE
and will feature a full collection of the brand’s signature home decor,
lifestyle multi-label, which Tom Dixon will also be designing. This space
lighting, furniture, and accessories.
will mark the beginning of what is sure to be an iconic collaboration
The Tom Dixon shop at PLATFORM will be housed in a dramatic,
between one of fashion’s most well regarded merchants, and one of
light filled space with 24 foot high ceilings and will include a chic
the world’s leading visionaries on modern lifestyle and design.
PLATFORM is thrilled to welcome Altamarea Group’s first West Coast restaurant
to the Hayden Tract. Altamarea Group and Chef Michael White, are the
owners of six New York City restaurants including widely acclaimed and
Michelin-starred Marea and Ai Fiori. They have always delivered the highest
level of quality and consistency in food and service across distinct brands
and concepts. They have received top recognition from the James Beard
Foundation, Michelin Guide, ZAGAT, New York Times, and Relais & Chateaux.
The menu will align with the atmosphere and dynamic energy of the Hayden
Tract in a unique greenhouse rooftop setting. Guests will enjoy indoor and
outdoor dining, as well as a space for cocktails and small plates, set in the
beautifully landscaped rooftop garden.
The glass enclosed greenhouse space will be positioned 56 feet above the
street, offering views of the Hollywood Hills, Downtown Los Angeles and
beyond. Industrial materials of concrete and metal combined with rustic
wood accents and copious lush greenery will create a space unlike any
found in LA.
Blue Bottle Coffee will be opening a unique café concept at Platform. Founded in 2008 by James
Freeman, Blue Bottle is regarded as the pioneer of boutique coffee-roasting and is considered by both
industry experts and coffee loyalists to be roasting and serving some of the finest coffee in the world.
Aesop is a progressive apothecary with a range of superlative products for the skin, hair, and body. They are highly
regarded both for the quality of their product and for their incredibly designed boutiques worldwide. Aesop at
Platform will feature an exclusive area for spa treatments as well as a curated mix of their best in class product.
Craftsman and Wolves is a contemporary patisserie helmed by James Beard nominated pastry chef William Werner. The
name is a nod to the craftsman and the numerous challenges that one faces when pursuing their craft. CAW at Platform
will feature an ever-changing menu of pastries, cakes, confections, and deserts in addition to breakfast, lunch, and a full
tea service. PLATFORM is Craftsman and Wolves’ second location outside of their Mission District bakery in San Francisco.
THOROUGHBRED
Thoroughbred will be the modern evolution of the classic diner,
serving breakfast, lunch and dinner. Situated in one of PLATFORM’s
restored 1960’s automobile showrooms, the space — much like
America — will be a statement in contrasts. Cloaked in a mid century
modern shell, the Undisclosable Inc designed space will feel restlessly
and vibrantly American — featuring approachable food and
beverage executed to the highest culinary standards. Thoroughbred
is the second restaurant from Edward Keebler and James Beard
nominated chef Evan Funke. Their first restaurant, Bucato, has been
recognized as one of the top restaurants in Los Angeles by LA
Magazine, LA Weekly, and Jonathan Gold at the LA Times.
Founded in Paris in the 1940s, Carven’s newest chapter began under the creative
control of Guillaume Henry based on his desire to embrace Carven’s rich
heritage. The brand’s history lives on in the spirit of perfect design and choice
materials modernized in a manner that is both inspired and accessible.
Carven at PLATFORM will join existing international flagship locations in cities such
as Paris, London and New York. The brand will infuse their space with their
signature young and fresh spirit creating an environment that is unique and
exclusive to Los Angeles.
From humble beginnings as an ice cream truck
yolks, and the best fruits, chocolates, spices
in Brooklyn, Van Leeuwen has grown to be one
and nuts from small producers locally and
of the premiere ice cream makers in the
around the world.
country. Ben, Pete, and Laura make all of their
Angeles store at Platform will feature their
ice cream from scratch in Greenpoint, Brooklyn
homemade ice creams, fresh pastries, and
using only fresh milk, cream, cane sugar, egg
Toby’s Estate Coffee.
Van Leeuwen’s first Los
Tribeca based shoe designer Matt Bernson will be opening his first West Coast boutique at
PLATFORM. Known for his handcrafted materials, quality, and refined aesthetic, Bernson’s
footwear is a cult favorite of stars such as Gisele Bundchen, Jessica Alba and Mila Kunis.
The brand is carried in prestigious accounts such as Neiman Marcus, Bloomingdales, and
Nordstrom as well as in Matt’s flagship Tribeca location. Matt Bernson at Platform will
showcase all of the brand’s products including shoes, jewelry, and handbags.
More then just a juice company, Juice Served Here has become a daily ritual for
thousands of Los Angeles residents. Raw, organic, and cold-pressed, each Juice
Served Here recipe is thoughtfully created to improve the performance of the
human body and is sourced locally whenever possible.
Juice Served Here at PLATFORM will be situated amidst a central garden with lush
greenery, mature oak trees, and will feature a thoughtfully curated assortment of
fashion, design, and cultural publications.
Platform is excited to welcome ON HOLIDAY, a
highlighting the most exciting ideas, people,
curated offline experience in the heart of Los
and brands in the country. ON HOLIDAY will be
Angeles. ON HOLIDAY is a laboratory for the
curated and programed by Jaclyn Johnson
best ideas in design, fashion, and technology.
and her creatively driven marketing and events
It will feature a revolving theme every few months
agency, FormWork.
São, a new Acai bowl café, will be committed to sustainable and market driven produce with a focus on wellness
and nutrition. São will serve a variety of healthy Acai bowl options as well as Pitya bowls and organic smoothies.
The menu will be fresh and simple, catering to the health conscious consumer who is looking for a meal alternative
that is packed with antioxidants, protein, omega fats, and essential amino acids.
SoulCycle is the most influential and unique fitness concept
headquarters in addition to their largest Los Angeles studio.
in the country. By making fitness joyful, Soul transforms bodies
The space will feature full height glass and an airy indoor –
and minds through community, exercise, and rocking music.
outdoor flow.
The space at Platform will house SoulCycle’s west coast
* SoulCycle is in final lease negotiations
Kilter
is
a
new
retail
concept
focused on athletic street wear,
bridging the gap of style and
function.
The founders of Kilter
recognize the need in the market
for a performance based product
with an elevated appearance. The
premium assortment of athletic
wear
at
Kilter
will
offer
an
shopping
at
alternative
to
mainstream
retailers
for
gym
apparel and athletic leisure wear.
Loqui is a unique - first to market concept that interprets the best of Baja
California’s taquerias in a modern and interactive setting. All of the antojitos, or
street food, inspired bites will be based around the mesquite burning grill and
tortilla comal. Salsas will be uniqe and made daily, and tortillas and bread will
be made from scratch.
The
Cannibal
is
a
beer
and
butcher
focused
restaurant. Like its sibling in New York’s Gramercy, it will
focus on whole animal preparation and will serve over
450 beers from all over the world.
Cannibal at
PLATFORM will include a retail butcher shop as well as
an indoor / outdoor bar.
B O O K B I N D E R Y
The newest addition to PLATFORM is a 30,000 square foot red brick and bow truss building
that will house a flagship lifestyle boutique and additional creative office space. The 1950s
building was used for forty years as a Bookbindery for UCLA. It is currently being carefully
restored and is available for occupancy in June, 2015.
W H A T
I S
H AY D E N
T R A C T ?
Hayden Tract is the unmistakable center of the Los Angeles art and design
scenes. It is ten minutes south of Beverly Hills and ten minutes east of
Venice Beach. Hayden Tract is home to the best known galleries in Los
Angeles, a multitude of nationally recognized chefs, a buzzing design
scene, and approximately 4,000,000 square feet of the most innovative
technology, media, and entertainment companies.
BURBANK
AIRPORT
GPS
2
BURBANK
H a y d e n Tr a c t i s o n e o f t h e m o s t c e n t r a l d e s t i n a t i o n s
in the Los Angeles Area.
NORTH
HOLLYWOOD
101
TOLUCA LAKE
SHERMAN
OAKS
STUDIO
CITY
134
DEMOGRAPHIC KEY FIGURES
PASADENA
UNIVERSAL CITY
GLENDALE
8 8 5 0 Wa s h i n g t o n B l v d , C u l v e r C i t y, C A
210
Estimated Population (2015)
101
SILVER LAKE
5
405
PACIFIC
PALISADES
THE GROVE
MALIBU
BEVERLY HILLS
WESTWOOD
LOS ANGELES
919,545
2 , 8 74 , 8 7 8
3 Miles
5 Miles
10 Miles
$91,269
$ 9 3 ,1 0 8
$83,393
Approximately 180,000 households within 10 miles
5
DESIGN DISTRICT
HELMS
ABBOT KINNEY
405
MARINA DEL REY
LAX
e a r n i n g ove r $ 2 0 0,0 0 0/ye a r
60
10
10
15 MIN Downtown
30 MIN
L A We s t
Glendale
Hollywood
Manhattan
Beverly Hills LAX
Beach
Santa Monica
Calabasas
Marina Del Rey
Pasadena
Ve n i c e B e a c h
Malibu
60 MIN
110
Costa Mesa
105
1
Approximately 65,000 households within 10 miles
DOWNTOWN LA
WEST LA
CULVER CITY
VENICE
319,025
10
101
SANTA MONICA
10 Miles
e a r n i n g ove r $ 1 0 0,0 0 0/ye a r
2
BRENTWOOD
COUNTRY MART
5 Miles
E s t . Av e r a g e H o u s e h o l d I n c o m e ( 2 0 1 0 )
HOLLYWOOD
WEST HOLLYWOOD
RODEO DRIVE
MALIBU COUNRTY
MART
110
3 Miles
Laguna Beach
Newport Beach
LEASED
Lease Negotiation
LOI - In Negotiation
In Discussion
ROOFTOP
RESTAURANT
25
01
24A 24B
02
03
04
09
21
20
19
11
08
06
10
14A
23
13
14B
12
B1
15
THOROUGHBRED
03
11
BOOKBINDERY
14A
02
21
22
07
05
01
23
14B
24A
16
17
18
10
08
06
15-18
21
24B
ROOFTOP RESTAURANT
David Fishbein
Runyon
9900 Culver Boulevard, Suite 1A
Culver City, CA 94103
p. 925.708.43.88
david@runyongroup.com