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Reuben Brothers has announced a rebranding of its iconic twin 44-story residential towers in the prestigious Century Plaza development located in Century City. The towers, now known as Park Elm at Century Plaza, have been transformed from their previous identity as the Century Plaza Tower Residences and stand tall as the premier residential landmark on Los Angeles’ Westside.

The name Park Elm at Century Plaza is derived from the two exclusive gated avenues that lead to the towers: 115 Park Circle and 211 Elm Court. These streets are reserved solely for residents of this luxurious community.

According to David Reuben Jr., representing Reuben Brothers, “The transition to ‘Park Elm’ goes beyond just a simple rebranding; it embodies our vision for this project. This new name and branding perfectly capture the magnificence of this location, our innovative architecture, and unparalleled lifestyle we have curated.”

This change in name and branding is a testament to the successful partnership between Reuben Brothers and Michael Rosenfeld’s Next Century Partners since their strategic alliance was announced last August.

This article was originally published on Connect CRE.