Sparkle Factory Sale

National commercial brokerage, Hilco, engaged Miller Ink to develop a marketing strategy to support their efforts to sell 908-910 S. Broadway in Downtown Los Angeles at auction. The building – known locally as the Sparkle Factory – was a unique offering. Built in 1914, the restored seven-story mixed office/retail building served as the 30-year home of the Western Costume Company, was featured in the 1924 silent film classic Safety! Last!, and remains internationally renowned today as the home of the British street artist Banksy’s “Girl on a Swing” mural.

With only about 10 weeks before the auction, Miller Ink developed a comprehensive marketing plan for the Sparkle Factory highlighting the building’s unique assets, including its connection with Old Hollywood and Banksy’s “Girl on a Swing” mural. To best emphasize these features to the public - and potential buyers - Miller Ink developed a property-specific website, promotional video, and international press strategy to garner media coverage and position the Sparkle Factory’s upcoming auction. Our team also organized a celebrity-studded event to gain further media attention and emphasize the building’s potential value to prospective buyers.

In only a handful of weeks, Miller Ink acquired a vast array of ongoing media coverage on the Sparkle Factory’s auction. The team secured an exclusive with the New York Times to cover the offering’s launch, with additional follow-up placements in outlets including The Sunday Times and Yahoo News. Miller Ink also worked to receive coverage in more than 100 industry-specific publications such as CoStar, the Robb Report, Architectural Digest, and Hype Beast.

The other elements of Miller Ink’s marketing plan played key roles in driving interest in the offering and bringing prospective buyers to participate in the auction. The property’s website and promotional video received hundreds of thousands of views. In addition, the event – “Night Park: A Celebration of Los Angeles Culture” – was sponsored by three award-winning restaurants, Gibson Brands, Inc., and was attended by influential Angelenos ranging from Elizabeth Olsen to Andy Garcia to Nestor Carbonell. The event was featured in many publications, including Daily Mail.