Westwood says hello to Helio Building neon.The Westwood skyline just got a little bluer. The 24-story office tower at 10690 Wilshire Blvd., formerly known as the Saban Building, has a new marquee. It is now to be called "The Helio Building," with a bright blue neon sign neon sign n → enseigne (lumineuse) au néon neon sign neon n → Neonreklame f neon sign n → visible from the San Diego San Diego (săn dēā`gō), city (1990 pop. 1,110,549), seat of San Diego co., S Calif., on San Diego Bay; inc. 1850. San Diego includes the unincorporated communities of La Jolla and Spring Valley. Coronado is across the bay. and Santa Monica freeways. The wireless telecom provider announced itself last spring with a $440 million investment from Earthlink Inc. and SK Telecom Co., appointing Earthlink founder Sky Dayton Sky Dylan Dayton (born 8 August 1971) is an American entrepreneur. Dayton is the founder of EarthLink, co-founder of eCompanies, founder and Chairman of Boingo, and the CEO of Helio. Early life Dayton's father was a sculptor and his mother a dancer and poet. as chief executive. This week's building takeover is part of an aggressive branding strategy for the Hello name. "There aren't that many buildings on the Westside that people identify as being part of the landscape," said Stuart Redsun, executive vice president of marketing for Helio. "We want to be one of those buildings." Helio is targeting the tech-savvy youth market; those who see their mobile devices as "so much more than a phone," Dayton said. It's offering exclusive Helio-branded handsets and has partnered with social networking site A Web site that provides a virtual community for people interested in a particular subject or just to "hang out" together. Members create their own online "profile" with biographical data, pictures, likes, dislikes and any other information they choose to post. MySpace.com to give users mobile access to its Web pages. Helio's service runs on the Sprint Nextel Corp.'s network. Helio's 200 employees occupy two floors of the building, and the company signed a multi-year lease agreement for the signage. The building is still owned by Equity Office Properties Trust Equity Office Properties Trust, headquartered in Chicago, Illinois, is the largest owner of office buildings in the United States. It was formed in 1976 by Samuel Zell [1] and in February 2007, was acquired by the Blackstone Group for $23 billion plus the assumption of . Like iconic buildings in other cities, Redsun said Helio's giant flame logo would change colors for different times of the year. "When the Lakers get back to the NBA finals, if that happens in our lifetimes, we can make it purple and yellow purple and yellow traditional colors seen in churches during Easter season. [Christian Color Symbolism: Jobes, 487] See : Easter if we want," he offered. HILARY POTKEWITZ Staff Reporter |
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