July 01, 2010
FINAL
Media Contact:
Sheryl Craig or Donald Wilson
310-899-2900
HOLLYWOOD & HIGHLAND’S NEW AD CAMPAIGN FEATURES PHOTOS CAPTURED BY THE COBRA SNAKE: Famed Photographer Snaps Real Hollywood
The Cobra Shop Pop-Up Store Opens
(Hollywood, CA) – Hollywood & Highland Center has recently launched its 2010 Live Large campaign featuring exclusive images captured on the streets of Hollywood by The Cobra Snake. The photographs and the campaign capture the unique attitudes and style of people who frequent Hollywood’s clubs, shops, theaters and dining establishments.
Live Large is Hollywood & Highland Center’s main message, encouraging people to live fully and authentically. The center’s new blog accessible from www.hollywoodandhignland.com is an online extension of this message and the new print campaign. Visitors are encouraged to submit photos illustrating how they “live large” in Hollywood and showcasing their own unique personal style.
The Cobra Snake (Mark Hunter) is described as the definitive photographer of hipster culture worldwide. Getting his start as an assistant to Shepard Fairey, the young photographer quickly became immersed in the creative worlds of haute couture and club kids. His website www.thecobrasnake.com has launched many ventures including his collaboration with RVCA.
In sync with the new Live Large campaign, Hollywood & Highland recently debuted Cobra Snake’s newest venture, a pop-up gallery and store. Located on level 4 next to Trastevere, the space is merchandised as a garage or kitschy hang out space. The boutique features a wide variety of merchandise including branded tees, Vespas, cameras, jewelry and more, all reflecting the Cobra Snake’s signature style and aesthetic. The aesthetic is purposely offbeat with folding card tables, a ping-pong table, a plexi-work station, art installation and many other unusual elements. Also collaborating on the space is fashion designer Jeremy Scott whose eponymous line is an example of lowbrow culture transformed into high art.
The Cobra Shop has an exclusive six-month presence at Hollywood & Highland Center. His rabid fan base, numbering in the tens of thousands, can be expected to line up to experience this latest incarnation of the Cobra Snake.
As part of the ad campaign, Hollywood & Highland Center will introduce a special Microsoft Tag, being one of the first shopping and entertainment centers to do so. Tags are becoming more popular commercially to track consumers via Smartphones (i.e., iPhone, Blackberry, Android and others with advanced web and camera technologies). The Tag will be prominently displayed in all of the Hollywood & Highland Center’s print advertising materials and will offer users the opportunity to snap the tag with their Smartphones.
The Tag leads users to the micro site, where Smartphone users can view additional Cobra Snake photos as well as those posted by other visitors. They can also access Hollywood & Highland Center events and news as well as entering a contest for a $1,000 shopping spree. The last day to enter the contest is September 10, 2010. The application to read the Tag can be downloaded for free onto any Smartphone at http://gettag.mobi/.
About Hollywood & Highland Center: Situated in one of the country’s most densely populated markets, Hollywood & Highland Center attracts over 18 million visitors per year. At this one-of-a-kind, high profile destination, the best in retail, fine dining and unique entertainment venues come together with the vibrant world of today’s Hollywood.
Featuring the historic Grauman’s Chinese Theatre and the world renowned Kodak Theatre, the center is a hot spot for locals as well as a “must see” destination for international visitors. The center features over 60 top retailers, nine of L.A.’s finest restaurants, Grauman’s Chinese 6 Theatres, two popular nightclubs and Lucky Strike Lanes, a high tech and trendy bowling alley/nightclub.
The notable center houses an eclectic mix of top retailers including: XXI Forever, an expanded Louis Vuitton, Oakley, Guess, Lucky Brand Jeans, BCBGMAXAZRIA, Sephora, Victoria’s Secret, and Giordano. Most recently, The Cobra Snake’s pop-up gallery and store opened which features merchandise reflecting the Cobra Snake’s unique style and aesthetic. Hard Rock Cafe opened on July 19th and Rolling Stone L.A., the world’s first Rolling Stone branded restaurant and lounge is scheduled to open this fall.
Just steps away from Hollywood & Highland Center on Hollywood Boulevard, additional retail, dining and entertainment outlets including Geisha House, Loteria, El Capitan, Tesco’s Fresh & Easy neighborhood market; Zara; Madame Tussauds Hollywood wax museum; H&M and American Apparel enhance the convenient and enjoyable experience of the world-famous venue.
The center serves as a central hub for all Hollywood activity, providing Hollywood’s best value in parking for popular venues like the El Capitan Theatre and The Jimmy Kimmel Show. Shuttle service to the Hollywood Bowl and Pantages Theatre is available and the center’s wide selection of popular eateries offers many convenient options for before or after show dining. The MTA Red Line’s Hollywood/Highland subway station is beneath the center, while parking is easily accessible on Highland Avenue and Orange Avenue with ample parking for $2.00 with validation from shops, restaurants, cinemas and nightclubs. Shuttle schedules are available at www.HollywoodandHighland.com.
The center’s award-winning, Renaissance Hollywood Hotel & Spa features the elegant, chic and state-of-the-art Spa Luce along with 640 sumptuously appointed rooms, including 33 luxury suites.
The Grand Ballroom located on the fifth level of the center is operated by famous chef and restaurateur, Wolfgang Puck. The popular venue draws A-list events, parties and conventions. Most notably, it is the site of the exclusive Governor’s Ball, following the Academy Awards® ceremonies each year.
CIM Group at a glance: Founded in 1994, CIM Group is a full-service private equity real estate investor. The company applies its multidisciplinary expertise in the areas of investment and development, mezzanine financing, fund management, commercial leasing and property management. CIM has successfully identified and invested in some of the most vibrant transitional urban districts in North America based on its integrated approach to investing that utilizes its broad based in-house capabilities and deep market knowledge.
CIM specializes in high-density urban communities, bringing its extensive real estate experience to a diverse array of asset categories including mixed-use, office, retail, hotel, entertainment and multifamily. Headquartered in Los Angeles, CIM maintains regional offices in San Francisco and Bethesda, Maryland. CIM Group acquired the Hollywood & Highland Center in February 2004. For more information visit: http://www.cimgroup.com/
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