CityCenterDC Unveils The New “Celebrating YOU” Campaign

“Celebrating YOU” takes you on a whimsical journey of self-expression through the Nation’s Capital

Washington, DC (September 14, 2022) – CityCenterDC ushers in a season of creativity with the premier of the “Celebrating YOU” campaign. Developed in collaboration with Design Army, an award-winning creative agency, and produced by Dean Alexander, the striking video features dazzling color, spunky fashion, and dreamy vignettes that inspire the audience to celebrate self-expression.

“Here at CityCenterDC, we’re continually looking to create exceptional experiences,” notes Timothy R. Lowery, Director at Hines and General Manager of CityCenterDC. “Whether you’re spending a sunny afternoon perusing our outdoor spaces, settling into an intimate dinner at one of our world-class restaurants, or picking up new, coveted additions to your wardrobe, CityCenterDC is where you come to express yourself.”

“Celebrating YOU” brings the euphoric feeling of truly celebrating yourself, whether through fashion, food, or fun, to life. CityCenterDC has long been a property that brings public art, events, and experiences to the heart of Washington, DC, for everyone from patrons to passersby to enjoy. From stunning overhead installations in Palmer Alley to ballet performances to summer bubble shows, plus luxury shopping and dining, there is something for everyone at CityCenterDC. The newest campaign beautifully depicts the many ways you can celebrate yourself and your creativity.

The inspiration behind the fashion featured in the campaign came from across eras and styles to illustrate that self-expression comes in many forms. Traveling through famous Washington, DC monuments and landmarks, the dynamic nature of the city shines through. The campaign highlights that DC is a city that celebrates everyone who visits, through history, architecture, sports, fashion, and of course food, much like CityCenterDC.

“A major part of the art direction was finding the right way to celebrate DC with bold and unique colors to depict the city we know and love properly,” explains Pum Lefebure, co-founder, and chief creative officer of Design Army. “Style in DC is not about trends, it’s about longevity and quality, and this campaign brings that to life.”

The “Celebrating YOU” campaign marks the third time CityCenterDC has collaborated with the creative teams at Design Army and Dean Alexander Productions. The previous two campaigns, “District of Joy” and “Find Your Joy”, went on to win Emmy Awards in 2018 and 2021. “Celebrating YOU” represents the next chapter in CityCenterDC’s creative journey of expression. The campaign includes a 60-second video, in addition to still images, that will appear in print, online, outdoor, and mobile channels, and on local broadcast television outlets.

While strolling through CityCenterDC this fall, the campaign comes alive. CityCenterDC brought back the beloved multicolored streamers featured in this year’s campaign to Palmer Alley to give everyone a chance to feel a part of the “Celebrating YOU” campaign. In the common areas, branded tables and chairs await shoppers to enjoy a coffee or meal from one of our nine restaurants on the property.

For interview requests and exclusive photos, please contact TAA PR’s Ali Zeliff via email at ali@taapr.com or via phone at 724-771-2352.

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About CityCenterDC:

CITYCENTERDC (www.citycenterdc.com) is a unique, pedestrian-friendly, 10-acre mixed-use development, located in the heart of downtown Washington, D.C. Developed by Hines and Qatari Diar, the project is home to more than 221,000 square feet of retail space, 520,000 square feet of prime office space, 458 rental apartment units and 216 condominium units, a 360 room hotel, a 1,550-space parking garage, a public park, a central plaza and pedestrian-oriented streets and alleyways.

About Hines:

Hines is a privately owned global real estate investment firm founded in 1957 with a presence in 255 cities in 27 countries. Hines oversees investment assets under management totaling approximately $83.6 billion¹. In addition, Hines provides third-party property-level services to more than 367 properties totaling 138.3 million square feet. Historically, Hines has developed, redeveloped or acquired approximately 1,486 properties, totaling over 492 million square feet. The firm currently has more than 171 developments underway around the world. With extensive experience in investments across the risk spectrum and all property types, and a foundational commitment to ESG, Hines is one of the largest and most-respected real estate organizations in the world. Visit www.hines.com for more information. ¹Includes both the global Hines organization as well as RIA AUM as of June 30, 2021.

About Design Army

From its Washington, D.C. headquarters, Design Army is making its mark on the world, while winning acclaim from clients and peers in the process. The multi-disciplinary brand and creative agency has forged alliances with industry leaders and connected with global audiences. Their projects range in size and scope for clients that span across industries – from hospitality to the arts and entertainment to consumer-packaged goods and retail. Clients include, The Academy Awards, Disney, CityCenterDC, The Broadway League, The Hay-Adams Hotel, Human Rights Campaign, Neenah Paper, The Ritz-Carlton, PepsiCo, Smithsonian Institute, University of Virginia, Washingtonian Magazine, and the Washington Ballet. Design Army has been featured in numerous online and print publications, including Adweek, Fastco, Huffington Post, Forbes and The Guardian. Additionally, Design Army has been recognized by the AIGA 365, ADDYs, CLIO Awards, London International Awards, ADC Global, the One Show, and EMMYs. To see their work please visit www.designarmy.com.

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