Universal Studios CityWalk Hollywood
Phase 2 Ideation / Planning
Universal City, California USA
Universal CityWalk Hollywood in Universal City, California, was the first urban entertainment center created by MCA Development, and later placed under management by Universal Studios Recreation Group.
Universal's CityWalks represented a new kind of facility dedicated above all else to creative memorable, repeatable "shared" entertainment experiences for guests as they enjoy their out-of-home leisure time. CityWalks achieve this for guests by offering a showcase of best-of-class (i.e. category-killer) Hollywood-Style entertainment in an authentic gathering place setting.
Best-of-class entertainment includes the districts, venues, special events, public spaces, and soft programming that achieves the CityWalk environment. Within communities, CityWalks will be situated in best locations within "ground zero" local entertainment destinations.
A major facet of the CityWalk experience is the promise implicit in a recreational facility backed by a company active in all facets of entertainment, including movie production, music publishing, concert promotions, television programming, and new media. CityWalks are intended to realize on this promise by immersing guests in interactive, three-dimensional brand experiences (that is, "experiential branding"). CityWalk Hollywood is situated on the very grounds where Universal Studios founder Carl Laemmle cut the ribbon to Universal City in 1915, now home to one of the world's largest and busiest film and television enterprise.
Client: Universal Studios Recreation Group
