Two time slots: 10 – 11:30 a.m. or 3 – 4:30 p.m. (PST)
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Grand Ave Augmented is a new initiative being produced by the Downtown Center Business Improvement District (DCBID) to attract visitors and activate the public spaces of Downtown’s Grand Avenue cultural corridor through an augmented reality (AR) walking tour. Artists, local businesses and institutions interested in contributing AR artwork or just learning more about the project are encouraged to attend one of the two online workshops being offered in June. DCBID executive director, Nick Griffin, NOW Art founder & chief curator, Carmen Zella, and Hoverlay founder, Nicolas Robbe will present the overall project vision, proposed installation sites, the AR platform being utilized and the production process and timeline. No prior AR experience is required. This interactive workshop will be an opportunity to answer questions and discuss ideas. Curiosity and creativity are greatly encouraged!

For anyone who is interested but cannot attend the workshop, we will provide a recording and all relevant
materials. If you have any questions about the project or workshop, please contact


Nick Griffin, Executive Director, Downtown Center BID (Los Angeles, CA)
Nick Griffin spearheads the Downtown Center BID’s marketing, economic
development and strategic initiatives to attract businesses, investors and residents
to Downtown Los Angeles, one of the nation’s most dynamic urban centers. Prior to
the DCBID, Nick spent more than 25 years in business development in the real estate,
media and technology industries. He is a graduate of UCLA and holds an MBA from
Ohio State University

Carmen Zella, Founder and Chief Curator, NOW Art
Carmen Zella is an award winning public art curator, producer, and the Owner/Principal of
NOW Art, an established art agency in Los Angeles that designs, consults, manages, and
produces projects for civic and private clients. She has produced highly recognized projects
working with partners such as the LA Philharmonic, City & County of Los Angeles, and
with acclaimed local and international artists. She is a graduate of Concordia University in
Montreal with a MFA focused on Interdisciplinary Fine Art.

Nicolas Robbe, CEO, Hoverlay Inc.
Nicolas Robbe is CEO and co-founder of Hoverlay and is a pioneer in the area of
augmented reality and artificial intelligence. Robbe works closely with public art
organizations, cities, artists, and creators around the world to help bring their vision to
life using augmented reality. He’s held senior leadership positions at IBM, holds a master’s
degree in computer science from University of Technology of Compiègne (France) and
attended Stanford Graduate School of Business Executive Program.