Shopping Center | 191,000 square feet
The $135 million lifestyle hub on Pacific Coast Highway provides expansive views of Huntington Beach’s open coastline. Close to 60 shops and restaurants, the centerpiece of a larger, 31-acre hotel and residential project emerging among the city’s eclectic mix of surf shacks and bohemian bars.
THE CAMPAIGN: Take me to the city.
A layering of texture, art and imagery, blend to create a feast for the senses with this Instagram inspired look and feel. The Huntington Beach active, laid-back lifestyle is depicted in a pictoral collage, that mixes with the offerings, because at Pacific City, it’s all one thing. It is seamless.. the beach, the sky, the life, the center. The handwritten copy is simple and descriptive of the experience, with a bit of poetic whimsy thrown in. The custom-made organic wave illustration lends a tribal, surf cultural appeal overlaying a clean image of surf city’s favorite sport. The tagline... “take me to the city” is a direct call-to-action that beckons guests to return again and again.
A photoshoot on the beach (directly across from the center), The Larson Group Creative Directors/Photographers captured the free-spirited imagery used throughout the campaign.
The campaign was launched for the Grand Opening in November 2015 with a website (90,000 hits within the first 3 weeks of going live), print ads, promotional lookbook deck, social media, in-center signage and event collateral.