A man walks by signage showcasing the new Mosaic branding for the Downtown shopping center formerly known as City Place and The Streets Thursday, March 17, 2022. Photo by Brandon Richardson.

The shopping center formerly known as City Place—then The Streets and then City Place again—has yet another new name: Mosaic. A name change would be incomplete without new branding, which has been plastered on windows along Fourth Street between The Promenade and Long Beach Boulevard.

Creative firm Dean&Co announced the rebranding earlier this month in collaboration with property owners Turnbridge Equities, Waterford Property Group and Monument Square Investment.

Centered around establishing a new visual identity, the change was inspired by local art, according to Dean&Co co-founder Matt Dean. The name draws inspiration from “Recreation in Long Beach,” the 38-by-22-foot mosaic at Harvey Milk Park as well as other art from the area and input from community members—from residents to retail owners to security guards.

“It was vital for us to have an open, honest dialog with those quintessential stakeholders, to gain the key intel we needed to develop the new brand,” Dean said in an email Wednesday.

The entire visual identity of the shopping center has been changed, according to Dean, including the logo, brand guidelines, on-site window signage, the website and social media pages, marketing brochures, story books and more.

While there have been no structural changes to the buildings within the center, which spans from Third Street to Sixth Street and Pine Avenue to Long Beach Boulevard, windows throughout the area have been covered by signs showing off the new design.

The rebrand comes as the property owners move to implement plans to demolish part of the shopping center for a mixed-use development. The nearly 50-year old Found Theater, which had been in the space since 2005, recently held its farewell party with a March 30 move-out date looming.

“Mosaic’s rebrand brings a bold, new vision of historic Downtown,” Dean said, “while also celebrating Long Beach’s eclectic culture.”

Christian May-Suzuki

Christian May-Suzuki is a reporter at the Long Beach Business Journal.