LOS ANGELES-Developer Madison Marquette has unveiled plans for redeveloping 85,000 square feet of vintage 1930s buildings as District La Brea, an 11-building project at the site of the Continental Graphics building. The Washington, DC-based developer first acquired the project site, which is between First and Second streets on South La Brea Avenue, in 2008 as part of the Madison Marquette Retail Enhancement Fund. It includes a 125-space, three-story parking structure on the corner of Second Street and La Brea Ave., as well as a 44-space parking lot on First Street.

Tom Gilmore, a Madison Marquette EVP, commented in an announcement regarding the project, “We’re looking to expand a little bit of SoHo that has existed on La Brea.” Gilmore points out that the area surrounding the development site already hosts an eclectic mix of galleries, retailers, and restaurants including La Brea Bakery and Pinks Hot Dogs. “The project’s focus is to revitalize the historic 1930’s era compound of buildings into the newest shopping destination for the fashion forward that already frequent the popular retail boutiques across the street such as American Rag, Union, Stussy, and Undefeated,” the company says in its announcement.

Madison Marquette has already signed and opened several retail stores at District La Brea. Feal Mor, a retailer showcasing a collection of French and Japanese menswear, vintage military, and highly curated collections opened a 1,200-square-foot flagship this past summer. What Goes Around Comes Around signed early this summer for the boutique’s only West Coast location.