Reuben Brothers, a real estate firm, is making a move into urban air travel by planning a luxury “vertiport” in Century City through a collaboration with Joby Aviation.
The proposed hub is set to be built on the top of the southern tower of the upscale Park Elm Residences, repurposing an existing helipad to accommodate Joby’s all-electric vertical takeoff and landing (eVTOL) aircraft. Joby asserts that this technology has the potential to significantly cut travel times across Los Angeles.
Rob Wiesenthal, CEO of Joby’s Blade Air Mobility division, mentioned, “Given Century City’s location, we believe this network will completely transform how residents navigate the city, including trips to the airport.”
The residences will feature ultra-luxury condominiums with prices ranging from about $1.4 million to over $11 million, with average prices per square foot exceeding $2,600.
If the plan is approved, residents could fly to nearby locations like Los Angeles International Airport or Santa Monica within minutes, a stark contrast to the lengthy drives required during peak traffic.
Travelers will be able to reserve seats through a special app, integrating ground transport via a partnership with Uber, according to a spokesperson.
However, this service won’t be open to the public initially. Jordana Yesier, director of residential design at Reuben Brothers, explained that the vertiport services are intended solely for Park Elm residents, crafted to enhance both convenience and privacy.
Despite this exclusivity at first, Joby indicates that it plans to expand to publicly accessible vertiports across the region once it secures full certification for its aircraft.
This approval is a notable challenge. The firm has already applied to the Federal Aviation Administration for certification to operate along traditional commercial aviation routes and will need consent from local authorities to function within Los Angeles.
Nonetheless, company executives maintain that the technology is ready, having conducted thousands of test flights, including demonstrations in the San Francisco Bay Area, aimed at garnering public confidence in electric air travel.
Joby credits its partnership with Delta Air Lines, with Los Angeles being a key market for a potential “landmark” project that could integrate vertiports into residential settings worldwide.
The vertiport is expected to feature a dedicated passenger lounge designed after those in Joby’s subsidiary, Blade, found in New York and select Southern French cities. This facility marks the first instance of a vertiport embedded within a residential building, emphasizing high-end convenience.
Developers report robust interest in the property, with the vertiport being a significant selling point among prospective buyers. Yechiel noted a “strong and sustained demand,” driven not just by the design and amenities but also by a forward-thinking approach to connectivity.
Yet, the project has sparked concerns about who stands to benefit from this emerging air mobility technology. Critics have pointed out that air taxis might be out of reach for many, at least initially, while voicing worries over noise and airspace congestion.
Joby insists its aircraft counters some of these concerns, boasting quieter operation than helicopters due to electric propulsion and lower long-term operating costs.
The company also claims its service will be competitively priced against current ground transport options, although specifics are not yet provided.
Los Angeles is becoming a testing ground for this technology, with various firms vying to bring it to the market. Archer Aviation, which is set to be the official air taxi partner for the 2028 Olympics, aims to launch its services as soon as this summer, provided it receives the necessary approvals.
Joby has not confirmed its role in directly participating in the Olympic events but has described it as a “great opportunity” for establishing a foothold in the area.
A spokesperson commented, “The Los Angeles market presents a valuable opportunity for Joby Air Taxi, and we’re committed to building a solid foundation there.”
