The Beverly Center opened in Los Angeles in 1982. For almost ten years it was the premier destination for upscale Los Angeles shoppers and tourists.
However, in the early 1990's, the marketplace began to change and the Beverly Center owners determined that they needed to advertise a clear and compelling image within this new, tougher, competitive environment.
The Beverly Center was considered upscale, avant garde, sophisticated and fashionable but still appropriate for many types of consumers. Most importantly, the Beverly Center was a place for serious shopping. Other centers often featured the same chain stores and major anchors, but people saw the Beverly Center as having more one-of-a-kind stores and therefore more unique merchandise.
The benefits to consumers were clear and compelling: by shopping at the Beverly Center, they would not look like everyone else.