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.


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PeopleSpace is a leading service-based company on the West Coast, specializing in workspace strategies, office furniture solutions, and custom architectural products. With over 24 years of success, we excel in creating environments that enhance employee well-being, culture, engagement, and retention. PeopleSpace was formed in California in 2000 by Jesse Bagley & Brian Airth under the name Interior Office Solutions, Inc. (IOS). What started as a small bootstrap operation with a desire to make a difference all those years ago, has grown into a successful operation, A Haworth Preferred Best in Class Partner (a designation earned in multiple years), and a Top 4 Haworth Dealer globally. In 2019, IOS started a new collaboration with Haworth and rebranded under PeopleSpace. Together, they invested in innovative technology and a new approach that delivers an engaging customer experience from start to finish—while expertly addressing every project with a proven process, a single point of contact, and seamless simplicity.

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