Capitol File - - THE SOURCE: STYLE -

This sea­son is all about au­then­tic­ity and hy­per-lo­cal­ity. In that spirit, lux­ury shop­ping mecca Ci­tyCen­terDC re­cently kicked off its lat­est cam­paign, Dis­trict of Joy, with a video that com­bines the high fash­ion it’s known for with an ode to its other of­fer­ings: serene out­door space; free pub­lic pro­gram­ming like a farm­ers mar­ket se­ries, out­door yoga, and art in­stal­la­tions; and part­ner­ships with lo­cal chefs and busi­ness own­ers. Ev­ery el­e­ment of the cheer­ful, brightly col­ored video—from the hir­ing of lo­cal firm De­sign Army to cre­ate it to the cast­ing of Wash­ing­ton Bal­let dancers to ex­e­cute the movie-mu­si­cal-style chore­og­ra­phy—is an in­ten­tional ef­fort to re­flect the fo­cus back to the Wash­ing­ton com­mu­nity. “We wanted the new cam­paign to be cen­tered on The Dis­trict,” says gen­eral man­ager Ti­mothy Low­ery, “to high­light the cos­mopoli­tan, creative, fash­ion­able, food-lov­ing cul­ture that is thriv­ing in this global cap­i­tal city.” To watch the video, visit ci­tycen­

Lights, cam­era, ac­tion! Ci­tyCen­terDC’s new Dis­trict of Joy cam­paign fo­cuses on turn­ing the or­di­nary into the ex­tra­or­di­nary. “Our goal,” says Direc­tor of Mar­ket­ing Whit­ney Burns, “is to pro­vide a de­light­fully unique down­town ex­pe­ri­ence wor­thy of the world-class city that is Wash­ing­ton, DC.”

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