CityCenterDC Launches Marketing Campaign for Development’s Retail Lineup

November 21, 2014

(WASHINGTON, D.C.) – Hines and Qatari Diar, developers of CityCenterDC, the 10-acre mixed-use development located in the heart of downtown Washington, D.C., today unveiled a new advertising campaign. Conceived and produced by New York City-based agency Laspata DeCaro, the campaign, which officially launched November 18th, pays homage to the sophistication and whimsical nuances of Washington, D.C. while positioning CityCenterDC as a world-class shopping and dining destination.

The campaign’s tagline is “Monumental Style” and includes distinctive imagery shot on location around Washington, D.C. Ads initially will appear in regional D.C. outlets including Modern Luxury DC, Capitol File, Washingtonian and The Washington Post. Further ad buys in local and national publications are expected in 2015.

Supermodel Coco Rocha, one of the world’s most recognized and trendsetting models, appears prominently in the ads, as well as international models Patrick Kafka and Fatima Siad. Coco Rocha’s image has graced numerous magazine covers over the last decade and she is widely recognized for her numerous charitable works and activism regarding body image and self-esteem for women. Ms. Rocha, who boasts a vast social media following, recently released a book, entitled The Study of Pose.

“I had a great time shooting the CityCenterDC campaign this Fall with Rocco Laspata and Charles DeCaro, “ noted Ms. Rocha. “They love life and love those with whom they work with and it truly shows in their imagery. The shoot marked my first time in Washington D.C and I loved the city and its history — I’m actually planning on returning with my husband for a few days of museum hopping. CityCenterDC is a beautiful destination and it’s clear a lot of thought has been put into creating a unique and creative shopping experience. I’m proud to be part of this new campaign!”

Laspata DeCaro, led by principals Rocco Laspata and Charles DeCaro, has led the creative for other fashion centers including Americana Manhasset, Buckhead Atlanta and Dallas’ Highland Park Village. Among their achievements are award-winning advertising campaigns for Harry Winston, Judith Lieber, Lacoste and Blackglama’s iconic “What Becomes a Legend Most” series.

“The retail marketing campaign prepared by Laspata Decaro captures the character and elegance of CityCenterDC,” said Timothy R. Lowery, retail general manager of CityCenterDC. “The enthusiasm for CityCenterDC has been overwhelming and we believe this strategic campaign will accelerate the excitement about the development’s retail offerings even further.”

“This timeless development has rejuvenated the downtown D.C. area and we are thrilled to lend our extensive expertise in visually and strategically telegraphing this project,” said Charles DeCaro, Creative Director at Laspata Decaro. “CityCenterDC is bringing something special to the nation’s capital and we’re confident this campaign will resonate with the consumer and be effective in spreading the word about the distinctive fashion brands and dining options it has to offer.”

Since CityCenterDC’s inception, it has been the District of Columbia and development team’s objective to provide a critical mass of retail space in this central Downtown location that would provide an amenity to residents and daytime office workers and also appeal to regional and out-of-town visitors. When all phases of the project are completed, the CityCenterDC retail component will include over 60 apparel stores, restaurants and cafes in approximately 260,000 square feet with extensive street frontage and dynamic storefronts. Engaging public spaces will host seasonal programming and events that will complement these stores and other Downtown D.C. attractions.

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About CityCenterDC
CITYCENTERDC ( is a unique, pedestrian-friendly, 10-acre mixed-use development, located in the heart of Downtown Washington on a 4.5-block parcel bounded by New York Avenue, 9th, H and 11th Streets, NW. The initial and largest phase of the project contains approximately 191,000 square feet of retail space featuring a unique mix of local, national and international retail brands and restaurants with extensive street frontage. A critical mass of tenants have committed to the project. In addition, the project encompasses 520,000 square feet of office space, 458 rental apartment units and 216 condominium units, a 1,550 space parking garage, a public park, a central plaza and pedestrian-oriented streets and alleyways. Construction of the Conrad Washington, DC project at CityCenterDC, a 370-room luxury hotel with 30,000 square feet of additional retail space, will commence in the third quarter of 2015. Foster + Partners, an international studio for architecture, planning and and design based in London, served as the master-plan architect and the design architect for the project’s office and for-sale-housing components. Shalom Baranes Associates, P.C., a Washington-based architectural firm, served as the associate master-plan architect and the design architect for the project’s residential rental component.About HINES
HINES is a privately owned real estate firm involved in real estate investment, development and property management worldwide. The firm’s historical and current portfolio of projects that are underway, completed, acquired and managed for third parties includes 1,317 properties representing more than 541 million square feet of office, residential, mixed-use, industrial, hotel, medical and sports facilities, as well as large, master-planned communities and land developments. Currently, Hines manages 391 properties totaling 161 million square feet, which includes 89.1 million square feet for third parties. With offices in 115 cities in 18 countries, and controlled assets valued at approximately $28.2 billion, Hines is one of the largest real estate organizations in the world. Hines is also a world leader in sustainable real estate strategies, with extensive experience in LEED®, ENERGY STAR®, BREEAM, Haute Qualité Environnementale and DGNB green building rating systems. Visit for more information.

About Qatari Diar
QATARI DIAR Real Estate Company (QD) was established by the Qatar Investment Authority, the sovereign wealth fund of the State of Qatar. Its purpose is to support Qatar’s growing economy and to coordinate the country’s real estate development priorities. With over 49 landmark projects underway in more than 29 countries, QATARI DIAR is committed to its vision of promoting a better quality of life for the people of Qatar and around the world by creating distinguished developments on a grand scale, incorporating best practice in industry standards. The Company aims to create and manage property investments and developments which comply with the best international standards and strongly reflect local culture and values. As a result, QATARI DIAR’s projects deliver a sustainable social, economic and environmental benefit to the community. Visit

About Laspata Decaro
LASPATA DECARO is a New York based creative marketing agency with a diversified client roster. Founded in 1987 by co-creative directors Rocco Laspata and Charles DeCaro, the agency partners with its discerning clients to develop and position their brands through strategic planning and innovative, provocative communications.

For more information, contact:

Hines – George Lancaster – 713-966-7676

For CityCenterDC: Great Ink Communications – 212-741-2977
Tom Nolan:
Alycia Randise:
Roxanne Donovan: