the challenge.

The Bloc’s challenge was winning over the public amidst its disruptive, confusing, inconvenient construction phase, while conveying their promise to be “the beating heart of DTLA,” —open to the sky, the city and the community, a place that fosters human connectivity through an innovative interpretation of shopping, dining and working.

the approach.

Our “in construction” campaign offered experiential proof that The Bloc was “walking the talk.” Striking murals by Chris Lux and Sumi Ink Club transformed the street-scape for all to enjoy. 2000 white origami birds hovered above the main entrance, colorful construction tunnels and conversational way-finding signage helped to create order and liven up dead zones. Interior blue sky murals suggested and interpreted the actual open sky soon to come.

the results.

The origami bird installation did more than activate the space—it sparked organic press coverage in Women’s Wear Daily, one of the most respected and enduring voices in fashion. In a neighborhood where fashion is both heritage and business, this recognition wasn’t just flattering—it was validating. The coverage signaled to the community that this developer wasn’t just promising a bold transformation, but demonstrating it through meaningful, culturally resonant actions.

What began as skepticism gave way to trust, as the installation set the tone for what would become a highly successful, eight-year repositioning of The Bloc—anchored in creativity, authenticity, and a deep respect for the fabric of Downtown Los Angeles.