The 100-acre area around Tatum Boulevard and Cactus Road in Phoenix is not only seeing its Phase One redevelopment begin, the well-known and high-profile Paradise Valley Mall is also getting new-look signage: PV.

RED Development is announcing the construction as well as the new moniker. The new “PV” logo has been updated, as well, and is inspired by the Union Jack entry cubes, which are an original architectural element of Paradise Valley Mall, from the 1970s, according to a news release from RED.

Also from the release:

“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,” said Mike Ebert, managing partner at RED. “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.”

As part of the multi-phase, multi-year endeavor, phase one of PV will open in mid-2024 and include a 400-residence luxury apartment building by StreetLights Residential, Whole Foods Market, a new Harkins dine-in luxury theater concept and three best-in-class, upscale restaurants that will be disclosed in the coming weeks.