Ed. Note: In December the Post wrote, “D.C. got everything it wanted out of CityCenterDC — except the crowds.
Also Uniqlo, where the hell are you?!??!
From a press release:
“CityCenterDC, the 10-acre, landmark, mixed-use development located in the heart of downtown Washington, D.C. today premiered a new marketing and advertising campaign that reflects the vibrant, one-of-a-kind experience residents and visitors have when visiting the project.
The campaign, all shot onsite at CityCenterDC, focuses on the energy, place and design that make up the three city blocks that have enlivened Downtown D.C. with world-class shopping, dining, and events. The tagline, “District of Joy,” is built around the five senses to show how the simple pleasures of everyday life become extraordinary at CityCenterDC. Whether shopping or sipping red wine, everything is more delightful, more delicious, and more joyful at CityCenterDC.
“The concept behind The District of Joy is to transform your same daily routine into a new daily experience. The art direction for the film is inspired by the refined fashion and film of the days gone by; but for our interpretation there was no holding back. The best way to describe ‘District of Joy’ is that it’s a mash-up of the West Side Story and The Wizard of Oz! The District of Joy is a burst of visual experiences – colorful, bold, and full dancers to showcase the many unique offerings at CityCenterDC.” Pum Lefebure.
The focal point for the bright, whimsical campaign is a 2:00 minute video featuring local dancers from the Washington Ballet. Choreographed by Septime Webre, who served as artistic director of the Washington Ballet for 17 years, the video brings the “District of Joy” concept to life through a myriad of vibrantly dressed dancers experiencing all that CityCenterDC has to offer. The video is available to view on the newly refreshed CityCenterDC website (www.citycenterdc.com) and the campaign will appear in print, online, mobile and outdoor channels along the East Coast.
“Hines/CityCenterDC is excited to engage with the amazing creative community here in D.C.” said Whitney Burns, Director of Marketing for CityCenterDC. “With the help of Design Army, I think we have created an exciting, fresh campaign that not only celebrates the experience of CityCenterDC and all it has to offer, but of Washington, D.C. as a whole.”