- Share this article on Facebook
- Share this article on Twitter
- Share this article on Email
- Show additional share options
- Share this article on Print
- Share this article on Comment
- Share this article on Whatsapp
- Share this article on Linkedin
- Share this article on Reddit
- Share this article on Pinit
- Share this article on Tumblr
Since its 2009 opening, the 42-story, Robert Stern-designed Century on the corner of Olympic Boulevard and Avenue of the Stars has been the gold standard for vertical living in Century City, if not all of L.A. Candy Spelling spent $47 million for a penthouse, Rihanna owns there, and Matthew Perry recently purchased a full floor just below Spelling’s for $20 million. But the two towers currently rising as part of the $2.5 billion redesign of the Century Plaza just blocks away are poised to eclipse The Century when it comes to luxe finishes, amenities and retail access.
With the towers’ completion still at least a year off, owner Woodridge Capital Partners built two staging units — replete with kitchen, bedrooms and commensurate views — in a neighboring tower to entice buyers. An extravagant sales ploy, but it seems to be working. According to Woodridge CEO Michael Rosenfeld, $50 million in reservations have been committed — even before official presales. The Pei Cobb Freed-designed towers will offer 268 units, including six 11,000-square-foot penthouses (four two-story, two full-floor) — all with exclusive rooftop deck access — that are each expected to list for more than $50 million.
Residents will have exclusive gated driveways accessed from Avenue of the Stars dedicated to the two towers, but the lifestyle being pitched by Rosenfeld is a carless one. Where the Century Plaza towers best the Century is in proximity to the area’s new retail hub. A sprawling public plaza is being built at the foot of the two towers and will offer 96,000 square feet of stores and restaurants. If that is not enough, residents need only walk across Constellation Boulevard to the Westfield Mall, which recently reopened after a $1 billion renovation.
Other amenities at the towers will include wine cellars, a Pilates and yoga studio, a spa and sauna area, and multiple pools. Rosenfeld declined to name any of the retailers or restaurateurs he is courting other than to say there will be “internationally recognizable names.” Directing sales for Woodridge is Haute Residence’s Mary Ann Osborn, who led the charge at The Century eight years ago.
Osborn said the Century Plaza will surpass the Century in luxuriousness by dint of being newer and adding two extra amenities: a game room and private lockers in the fitness area. Those may seem like small advantages, but in the battle for superluxe status, every amenity matters.
A version of this story first appeared in the Feb. 28 issue of The Hollywood Reporter magazine. To receive the magazine, click here to subscribe.
Sign up for THR news straight to your inbox every day