The glitz and glamour of AEG’s association with The Grammy’s, Lakers, David Beckham/Galaxy and numerous musical stars; Justin Timberlake, Britney Spears, Christina Aguilera, and U2 to name a few, added value to ownership at The Ritz-Carlton Residences at L.A. Live. However, because of legalities with the name usage of AEG and their clients, marketing and publicity for the project was a delicate balance.

Therefore, MC2 opened talks with the home division of Versace, a brand long known for it’s ‘rock-n-roll’ celebrity association, to conceptualize a model residence that could be purchased as is or duplicated with the assistance of the Versace design team. The Versace Residence would come not only furnished, but with the current season’s fashion collection.

In addition to Versace, we contracted Christina Aguilera and Courtney Love’s interior decorators to create glitzy styled model residences suited for a rock star. The association aided in securing pre-publicity placement in key lifestyle publications and garnered interest of the current buyers to secure their services to create a fully furnished turnkey experience.


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