HHLA—formerly The Promenade at Howard Hughes Center—makes a move toward modern with a $30 million upgrade
Written by Wendy Bowman | Images Courtesy of Jerde Partnership Inc.
The Promenade at Howard Hughes Center is getting some much-needed TLC. Purchased by Laurus Corp. in 2015, the L.A.-based real estate investment and development firm has since rebranded the 16-year-old retail and entertainment hub as HHLA and now is in the process of beefing up the surroundings and mix of tenants to better suit the neighboring communities of Playa Vista and Westchester, marking the first major investment in the iconic property since its construction in 2001. When complete, the $30 million makeover will embrace almost every element of the 248,000-square-foot center—complete with new dining, retail and entertainment choices, along with an improved pedestrian-friendly layout and vibrant courtyards.
“We are always looking for properties that are situated within a community to provide value to residents, but perhaps have been a bit neglected and would benefit from a face-lift,” says Austin Khan, Laurus’ chief investment officer.
“With The Promenade at Howard Hughes Center, we found a development situated in a growing commercial and residential corridor that could provide more enhanced dining, retail and entertainment options to the area than are currently available.
“We’re seeing that residents in neighboring and peripheral communities are rediscovering this part of L.A.,” adds Khan. “There is incredible momentum here thanks to the influx of tech companies to Silicon Beach, accessibility and new projects that are in the making or have recently been completed.”
Situated at 6081 Center Drive—between Playa Vista and Westchester, near the San Diego Freeway and Sepulveda Boulevard—HHLA’s upgrades, led by award-winning L.A. architecture firm Jerde Partnership Inc., will allow nearby residents and office workers to experience an inviting layout via increased indoor-outdoor connections, enhanced landscaping and updated interior design throughout the six-acre property.
Dave & Buster’s and Cinemark will remain as anchor tenants, with additional restaurants, entertainment options and retailers to join.
Laurus started construction on the first of two phases in January 2017, and is expected to finish the remodel by 2018 (with HHLA remaining open during work). Expect the courtyard adjacent to the theaters to become the new heart of HHLA, with an added outdoor screening area and fire pit, new dining selections and outdoor lounge space, giving visitors ample room to sit back and relax.
The mall’s current Art Deco retail facades also will be updated to reflect a more modern aesthetic.
“Our goal is to be a destination for those in the immediate area—whether it be for coffee, after work drinks or a family night out on the weekend—as well as a desirable destination for those not within walking distance,” says Khan.
“We’re doing that by seeking tenants and new concepts that ref lect the shift in retail experience and are in line with what the community desires. And, we’re creating green spaces that complement the landscape and natural attributes of L.A.”
There’s really nothing that a little dose of tender loving care can’t cure.