Reuben Brothers Expands Century Plaza Mixed-Use Redevelopment in Los Angeles

Investment firm Reuben Brothers is advancing its redevelopment strategy at Century Plaza in Los Angeles, transforming the historically corporate district into a mixed-use residential hub. The complex centers on the Fairmont Century Plaza hotel and the Park Elm luxury condominiums, where residential units reach asking prices up to $68 million.

According to Reuben Brothers principal Jordana Yechiel, the repositioning models itself after dense international business hubs like the Dubai International Financial Centre. The firm aims to convert office-heavy areas into 24/7 districts by integrating high-end dining, art galleries, curated retail, and a wellness facility developed in partnership with Sam Nazarian and Tony Robbins.

The development plan also prioritizes multimodal regional connectivity. Beyond adjacent roadway links and the incoming Los Angeles Metro subway extension, the property features a rooftop vertiport designed in collaboration with Joby Aviation and Blade to accommodate future electric vertical takeoff and landing (eVTOL) aircraft.

For multifamily developers and institutional investors, the project illustrates how incorporating ultra-luxury housing, high-end hospitality, and advanced transit infrastructure can reposition single-use commercial submarkets into premier residential addresses.