28 East 28th Street: Big Space Requires Big Ideas

Pace Blog_28 East 28th logo28 East 28th Street: Big Space Requires Big Ideas

Our client, George Comfort & Son, has a BIG challenge – and a very unique opportunity: how to market a HUGE block of space at 28 East 28th Street in NoMad.

This is the first time in 20 years that such a monumental block of space came available in the building. With a contiguous block of 377,583 rsf on 8 floors of 55,000 and 33,000 rsf, this is ideal headquarters space. Comfort entrusted Pace to deliver some logical, magical solutions to get the attention of brokers and make them realize the tremendous potential of this space. We love a good challenge – and here’s what we came up with…

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Rendering of new building entry at 28 East 28th Street

The Pace Plan

First, we came up with a punchy theme: GO BIG IN NOMAD… and then we strategized a marketing plan with a two-fold punch:

  1. We created a highly visual, stylistically compelling digital brochure to send to brokers that can be easily downloaded. The brochure successfully conveyed the magnitude and rarity of this opportunity, highlighting all the benefits and amenities (as well as the floorplans) for brokers and prospective tenants. Click here to download the full brochure.
Pace Blog_28 East 28th brochure

Digital brochure for 28 East 28th Street, created by Pace

2. We secured a strategic four-page cover wrap with the Commercial Observer, NY’s authority on commercial real estate. These wraps are coveted because they are limited in availability, and they deliver a powerful impact. We employed the same messaging from the digital brochure to again convey the magnitude, rarity and amenities of the space, with a visually compelling and impressive wrap that was delivered in mid-August.

Pace Blog_28 East 28th Observer wrap front-back

Commercial Observer Cover Wrap for 28 East 28th Street, created by Pace

Once again, when one of our real estate clients needed a BIG idea, we pulled our bunnies out of our hat to deliver a solution that offers logic, spiced with magic – our recipe for a successful campaign. We’d love to put that recipe – and our bunnies – to work on your next project.

Pace Blog_28 East 28th Observer wrap front