Contract Magazine - Felderman Keatinge & Associates Custom Designed Aviron Pictures’ New Hollywood Office To Be Picture Perfect

Mar 15, 2019

“An office that says stability, legitimacy, and cost-effective.” Those were the words William Sadleir, chairman and CEO of Aviron Pictures, presented Culver City-based Felderman Keatinge & Associates (FKA) with when surveying Aviron’s new eighth floor Beverly Hills location. Overlooking the Hollywood Hills, it is the perfect spot for the theatrical film marketing and distribution company, but the gutted space needed to do more than exist in the movie production mecca—it needed to give investors confidence.

To make Sadleir’s vision a reality, FKA used customized elements to turn the space into a metaphorical boat, bringing to life Aviron’s evocative logo of rowers. “The client is very design-centric, and he really wanted the space to be branded to his company,” explains Stanley Felderman, co-founder and partner of FKA. “We threw out the idea that we really like to use custom work as much as possible [because] at the end of the day, by the time you research existing product that matches your brand, it’s easier, and actually elevates the level of design, to create your own. He really bought into that.”

Read the whole story and see the pictures in Contract Magazine.

PeopleSpace is a leading West Coast workspace strategy company focusing on commercial furniture and engaging environments. We transform the way organizations plan, design and execute work spaces. Formerly Interior Office Solutions (IOS), a top solutions provider on the West Coast for almost 20 years, PeopleSpace is now affiliated with Haworth, one of the largest furniture manufacturers in the world. With Customer Experience Centers (Irvine, Los Angeles, Portland, Ore. and Seattle), a custom furniture manufacturing and design studio, an architectural interiors / demountable wall specialty subcontractor, a specialized custom architectural elements design and manufacturing studio, and two installation, warehousing and service facilities, PeopleSpace delivers a comprehensive, streamlined customer experience. For more information visit:

Globally, Haworth Inc. enriches spaces with award-winning furniture, interior architecture and technology solutions to help create beautiful rooms and achieve business goals by supporting collaboration and innovation. Research, knowledge and design are at the center of the company's strategy and foster a deep understanding of built environments, culture transformations and agile workplace needs. With a strong history of craft, innovation and 400 patents, Haworth provides customers with tailored, inspiring spaces that enhance business, stir spirits and improve lives around the world. The company is committed to protecting and restoring the environment; creating economic value; and supporting and strengthening communities. Founded in 1948, Haworth remains family-owned and privately-held serving markets in more than 120 countries through a global network of 650 dealers and 7,500 employees. Headquartered in Holland, Michigan, U.S.A, the company had net sales of USD $2 billion in 2017.

Nerissa R. Silao