Phoenix's Paradise Valley Mall Redevelopment Gets Name And Logo

PHOENIX, AZ —RED Development, a Phoenix-based commercial real estate company, announced on Tuesday new details about the Paradise Valley Mall redevelopment project, including the project's new name and logo.

The former Paradise Valley Mall, located at Tatum Boulevard and Cactus Road in Phoenix closed last spring and demolition began last summer. A new 100-plus acre mixed-use development is scheduled to rise in its place. RED is working with Macerich, a real estate investment fund, and StreetLights Residential, a developer of urbanist apartment homes, on the project.

The development's new name will be: PV. The new logo, according to developers, was inspired by the Union Jack entry cubes, which were an original architectural element of Paradise Valley Mall from the 1970s.

"The overall vision of this redevelopment is guided by the sentiment of honoring the more than 40-year history and legacy of the former mall and its significance in the neighborhood," Mike Ebert, managing partner at RED, said in a statement. "At its core, PV is about building a strong and enduring sense of community. It will be a mix of retail, restaurant, outdoor spaces, housing and employment and a destination that fosters collaboration, creativity and coming together."

According to RED, phase one of PV is scheduled to open in mid-2024 and will include: a 400-residence luxury apartment building, Whole Foods Market and a new Harkins dine-in theater concept. There also will be three upscale restaurants, details of which will be disclosed in the coming weeks.

The first phase also will include the development of a 3-acre park , featuring a pavilion for performance.

The apartment building will be built by StreetLights Residential, with groundbreaking scheduled to take place before the end of the month.

The building will offer studios, one, two and three-bedroom floorplans ranging in size from 504 square feet to 1,750 square feet. The apartments will feature oversized patios and balconies with mountain views.

The building's lobby will have a full-service bar, a fitness/flex center, dry-clean drop-off, a pet park and an indoor pet spa, according to developers.

"It's fantastic to see that through this evolution, from 1970s mall to world-class, mixed-use destination, developers RED and Macerich are committed to keeping the fabric of our community as the central focus that is inspiring the design, tenant mix and overall offering of PV," said Deb Stark, a Phoenix city councilwoman.

Stark added: "This is the first of many exciting announcements planned and we look forward to seeing these phase one tenants embark on construction."

According to developers, the next phases of the project will include office, additional retail and residential, hospitality and entertainment concepts.

More information about PV is available on the project's website.