Park Imperial South | Modernism Week
Situation
Park Imperial South is an enclave of 31 mid-century modern homes nestled beside the San Jacinto mountains. To preserve the architectural significance of the property, the community was invited to participate in Modernism Week as an opportunity to raise funds to continue preservation efforts on the property. With over 40K people in attendance, we were tasked with creating a unique tour experience that not only raised funds but also increased awareness of the properties cultural significance and stature for years to come.
Solution
Developed in 1960 on the emphasis of resort community living, we partnered with Reichert Consult to created two unique tour experiences that brought Park Imperial South back to its roots with an emphasis on community and midcentury authenticity. Each tour experience welcomed a diverse crowd of modernist enthusiasts into the doors of ten exclusive units divided into rooms of interest based off originality, modernist adaptation or authentic restoration. Guided by a passport to the property, guests were immersed inside the history that made it what it is today. To further emphasize “community resort living”, we infused select homes with brand experiences sponsored by Mort Lach, Tom Ford and Patterson Flynn that enhanced the experience for guests in addition to a surprise live synchronized swimming performance during the twilight tour that transported people back to where it all started.
The tour not only doubled the participation from previous years but raised 3x as many funds that contributed to the community’s efforts to enhance and preserve the architectural integrity of the intentions of architect Barry Berkus.
Featured press
The Tour
The Experience
