Downtown LA Broadway Corridor Revitalization hits news milestone with PERLA Condominiums sales center Opening

First Condominium Project on Broadway Since the Turn of the Century, Perla Features a Stylish Mix of Classic Character and Modern Design

Winfred Zhang(L2),Jose Huizar(center) attend the Perla sales center ribbon cutting ceremony. Photo by Keyang Pang

LOS ANGELES – Future buyers of Perla condominiums in Downtown Los Angeles’ historic Broadway corridor will be welcomed into the project’s sales center this weekend, September 15- 16, to get an early look at the new sophisticated homes. With 35 stories of stylish interiors, modern amenities and a colorful neighborhood of walkable hotspots, Perla is poised to be the first and only high- rise residence in the storied neighborhood. Located at 400 South Broadway, on the corner of 4th and Broadway, the residential tower will feature 7,000 square feet of ground level retail and commercial space along with condo units spanning from 400 to 1,300 square feet, starting in the mid $400’s. The new sales center is located at 359 S. Broadway, Los Angeles, CA 90013 and opens to the public September 15.

“With a surge of new restaurants and shopping in the area, Perla is coming on the market at the ideal time for future residents just discovering the magic of living downtown, especially the Broadway Corridor,” said Winfred Zhang, president and CEO of SCGA. “We have designed a truly elegant and intuitive sales center to welcome buyers from around the world to give them a taste of life at Perla. That lifestyle will be one rich with amenities to meet the needs of today’s young professional and urban Angeleno,” he continued.

From R-L:Jose Huizar, Winfred Zhang and Qi Wang. Photo by Keyang Pang

With national retail brands like Apple and Urban Outfitters stepping into the theaters of Hollywood’s Golden Age, and institutions such as Grand Central Market just a few yards away, Perla offers an experience unlike other developments in downtown. New public transportation, including the Historic Broadway Metro station and the reintroduction of the streetcar, will also make the area increasingly more accessible. The development is part of a decade-long development campaign to boost the historic core, Bringing Back Broadway, by City Councilman Jose Huizar. As the campaign nears it end, the area has seen a tremendous increase in retail sales and creative office spaces for young businesses.

“Perla is a much-need addition to the Historic Core and another example of the Downtown Los Angeles Renaissance through our Bringing Back Broadway initiative,” said Councilmember Huizar. “The additional vibrancy and retail activity Perla will generate for the street will make it an attractive location for DTLA residents and visitors alike.”

Perla, designed by architecture firm CallisonRTKL with interiors by award-winning interior design firm Hirsch Bedner Associates (HBA), represents the marriage between the historical context of Downtown Los Angeles’ historic core and today’s modern lifestyle that young professionals require. This sophisticated, modern space, which includes a uniquely lavish lobby and well-appointed residences, holds on to the Art Deco details and cherished tributes of Broadway’s stylish past – while incorporating contemporary conveniences; Perla is a space rich in character and strongly rooted in its locale.

The vice President of SCG America Qi Wang, showing the building model to Huizar. Photo by Keyang Pang

Upon entry, guests are immediately met by a voluminous space filled with thoughtfully designed elements that hint to the Los Angeles’ Broadway narrative. As the first new construction project of this scale on Broadway in decades, this transitional project serves as a beacon and a part of the rising tide that equally modernizes the community while telling the story of its surroundings. The project’s most noteworthy space resides in the atypical grand lobby reception – an unlikely feature for a residential project of this nature. Residents will enjoy hotel-like amenities including a pool deck on the 11th story with sweeping views of the city, a jewel box-designed fitness center, media room, co-working spaces, outdoor decks and seating areas, fire pits and grilling areas as well as a dog walk rooftop complete with an owner’s lounge and grooming station.

The sales center is located at 359 S. Broadway and is open from 10:00am-6:00pm every day. More information is available here.

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