THE GROUND FLOOR PROJECT®
The Ground Floor Project® is alive at Alta Central, continuing a tradition that began in Seattle, spread to Los Angeles and Portland, and continues here in Phoenix. Don’t miss our exclusive events featuring the best in local, art, music and culture. Your lease is your admission to The Ground Floor Project® at Alta Central.
Ground Floor Project Photos
Alta Central's first #GroundFloorProject® event celebrated the Arizona Foothills Magazine release in the most fashionable way! Luxe and City (@luxeandcity) and Arizona Foothills Magazine (@azfoothills) collaborated to bring #Spring fashion to our residents featuring collections from London- and Dubai-based designers.
WHAT IS THE GROUND FLOOR PROJECT®?
The GFP® was developed through a number of interesting discussions that led to a process of trying to understand the DNA of San Francisco, Los Angeles, Portland, and Seattle, and then serving up something that responded to what we found. We were not foolish enough to think we could make this trip alone – we pulled together a team of musicians, artists, and foodies and went deep into spaces that were best accessed in the middle of the night. It was in those places that we think we found what makes these cities tick – independent expression, individual freedom and an interesting level of credibility and substance supporting things that could just be thoughtless ventures in other markets. We decided to build something that could open the doors and let that spirit in…a co-mingling of sorts that could lead to extraordinary ad–hoc events. A long shot to say the least, but one that we are taking.
The team then developed relationships with various members of the cultural community that could help us switch on this place in a way that may just fill a void that no one knew was there. We call it the Ground Floor Project®, the perpetual work in progress based on the interests of our residents and implemented by our creative staff.