LOS ANGELES and HOLLYWOOD, Calif., Nov. 17, 2016 /PRNewswire/ -- The Souferian Group, a Los Angeles-based real estate development firm founded by Behzad Souferian, today announced the unveiling of its innovative brand concept, " Be," which will be implemented at its Class A office building at 1800 N. Highland Ave. Located at the gateway to Hollywood's world-renowned entertainment district, Be has resonated with tenants, with more than 50 percent of the leasing rollover completed—including a new lease with Live Nation Entertainment, which comes on the heels of the recently completed full-floor lease with Soothe, an on-demand app-based massage company. Live Nation, the global leader for live entertainment which operates in more than 37 countries, has secured two full floors totaling more than 25,000 square feet, prior to the completion of the building repositioning. The terms of the transaction were not disclosed. The new Be brand will seamlessly blend thoughtfully curated elements of office, hospitality and a best-in-class lifestyle into a holistic environment set to redefine the workplace. "The execution of the lease with Live Nation reinforces our plan to be a catalyst for a radical shift in the way office environments serve their tenants," said Souferian. "Our vision is to deliver office environments infused with hospitality components, an unexpected design aesthetic and amenities that exceed the high level of excellence exemplified by tenants like Live Nation." Due to the appeal of the Be concept, Live Nation joins a number of innovative companies at 1800 N. Highland, including on-demand app-based massage company Soothe and Sean Combs' music cable network Revolt TV. The seven-story, 88,000-square-foot 1800 N. Highland property is undergoing a transformation that will bring the flagship of Be to life. The entrance of the building will include a custom canopy complete with valet services, reminiscent of the arrival experience found at boutique hotels. Tenants will enter through double glass door lobbies which will be revamped to serve as tenant lounges in the style of a well-heeled hotel. The pet-friendly building will also include communal landscaped courtyards modeled after high-end single family residences, outdoor gathering spaces and thoughtful floor plans with bespoke designer finishes. Tenants will have a variety of curated lifestyle amenities at their disposal, such as a concierge, room service-inspired deliveries and Be-branded bikes for tenants' midday errands. Be tenants will also be granted membership to Be Benefits, an exclusive program of partner discounts, special offers and inside-the-ropes access to some of the most sought-after establishments.