Haas Building Kicks Off Leasing with LoftSEVEN Event Space
Restored entryway on the Haas Building (formerly the Broadway Exchange).
DOWNTOWN LOS ANGELES — That the long-under-construction Haas Building at 7th and Broadway (formerly the Broadway Exchange) is beginning leasing is a story itself, but it is likely to be the building's upstairs tenant that generates the most attention.
Longtime Downtown resident Josh Gray-Emmer has leased the building's top two floors and roof to create LoftSEVEN, a 25,000 square foot special event and filming space that will also serve as his residence.
The 8,500 square foot penthouse, built out for events, features multiple audio zones, LED lighting that can change colors and a long kitchen area with Viking range, multiple ovens and an espresso machine.
In the center of the space, a marble staircase constructed with materials reclaimed from elsewhere in the building rises to a glass room on the private rooftop above. Also on the roof is a smaller kitchen, a 20-person jacuzzi and a 2-ton crane placed to allow event programmers to place materials without having to transport them through the building.
The event staff should cause plenty of guests to look twice. Gray-Emmer says that he plans to hire only twins and triplets to work the space, and has put out a national call for applicants. The women will wear "Jackie O. style" attire, while the men will wear suits that could have come from the film "Catch Me if You Can."
An official capacity number awaits the Fire Marshall's inspection, but Gray-Emmer plans on being able to host roughly 500 guests. Already, LoftSEVEN has a filling slate of booked events beginning in April. First up: filming for a popular network reality show.
While it is easy to see why those specs would sound enticing to an event organizer, they're likely to sound loud and busy to potential tenants interested in the building. That concern led Gray-Emmer to lease the 11th floor, which he says will act as a buffer zone between guests above and residents below. The floor features six lofts that will be offered as VIP and staging rooms for events above.
The space is the latest step in an action-packed career for Gray-Emmer, who got into entertainment after attending Sundance in 1992 as a guest of Robert Redford. Just over a decade later he founded AirParty, a travel service created to escort guests and celebrities to the film festival on a private party jet. That business is now being renamed AP Consulting to reflect the company's broadened focus.
Along with running the event space and living in the building, Gray-Emmer will also be doing marketing for the Haas Building's residential units. He is working with the building owners to give the building an artistic bent, targeting certain floors for particular interests. Floor four will hold those interested in fashion, while six will target musicians -- Gray-Emmer is investigating whether the building can offer special soundproofing on those units. He plans to host monthly rooftop parties for building residents, and is planning to offer neighborhood-targeted events like cooking classes.
The building's eight residential floors each hold six or seven units, ranging from 550 to 1200 square feet. While the Haas features a metal exterior, inside the units much of the original brick has been revealed. Pricing will run from $1399 - $2800.
Office units on the second floor offer yet another wrinkle in what is truly a mixed-use building. Tenants include a synagogue and a chiropractor.
Leasing for the Haas Building is going on now, and prospective tenants can contact AP Consulting at 213-489-2259 or via email at email@example.com for more info. The building's website is expected to be live by April 1, and move-ins are planned to start by May 1.