Reuben Brothers Invest 2.5 Billion Into Future Century City Hotspot
Billionaire businessmen David and Simon Reuben have moved forward with the $2.5 billion Century Plaza Development at 115 Park Circle and 211 Elm Court in the brothers’ bid to “reshape the landscape of urban luxury living on the West Coast,” according to a representative.
The complex will host high-end residency buildings, coupled with The Shops at Century Plaza, a modern retail and dining space, as well as The Gardens of Century Plaza, a manicured pedestrian promenade. The Reuben Brothers have collaborated with Next Century Partners, alongside the Agency Development Group, for an elaborate, comprehensive marketing campaign to promote the development, slated to begin in the fall.
“We have brought together a dynamic team to realize the full potential of Century Plaza,” remarked David Reuben, Jr, on behalf of the Reuben Brothers. “Destined to become the West Coast’s most pivotal urban development, Century Plaza represents the epitome of luxury, culture, and connectivity while uniquely redefining the notion of home in the heart of LA.”
Positioned at the “epicenter of LA’s arts, entertainment, and cultural core” along the Avenue of Stars in Century City, the complex will include a remodeled Fairmont Century Plaza hotel, a 44-story residential building, and a 100,000 square foot shopping and dining complex alongside lush gardens – featuring a Jaume Plensa sculpture – will be incorporated into the development, spearheaded by Michael Rosenfield of Next Century Partners and Woodridge Capital Partners and supported by Pei Cobb Freed & Partners, Marmol Radziner, and Gensler.
“I am incredibly enthusiastic about this strategic partnership with Reuben Brothers, The Agency, and Savills,” Rosenfeld stated. “Together, we’re forging a transformative way of living in Los Angeles—one that seamlessly blends unmatched luxury, innovative design, and a dynamic sense of community within a highly walkable environment.”
The residential complex will be designed by Pei Cobb Freed & Partners, with interiors designed by Yabu Pushelberg. Luxury amenities include a children’s playroom, a dog park, a yoga garden, a swimming pool, and a business center.
The Reuben Brothers are known for their private equity and real estate investments, with a diverse portfolio in business, dining, sport, and hospitality. Next Century Partners are known for their resort, residential, and commercial developments. The Agency, a luxury real estate brokerage company, and Savills, a global real estate provider represent the Century Plaza project.
