5 BRYANT PARK: EQUITY OFFICE
5 Bryant Park is a premier office tower in Midtown Manhattan with impressive views of Bryant Park. The leasing team at Equity Office hired Pace when several floors became available in this trophy building.
Challenge #1, the 9th Floor at 5 Bryant Park: Create excitement for a raw floor that looks a bit dismal with poor lighting, unfinished concrete floors and boring white walls. We staged the space to create excitement and make it attractive to TAMI and other creative tenants. They entrusted us with every aspect of design inspiration, from floors paved with celebrity tributes to NYC to steel columns filled with books. Result? A tech company signed a 10-year lease to occupy not only the entire 9th floor, but the 8th floor, as well. Bonus: The Commercial Observer featured our work in their “New Construction” column.
Challenge # 2, the 29th floor at 5 Bryant Park: Ensure a good broker party turn-out. Working with Equity Office, we developed a sneaker giveaway for brokers. The catch? They had to visit the space to get them. We created an e-vite for a broker event that explained how to get your free “pair of kicks.” The email results? A 49.5% open rate vs. an average of 24%. A 45.6% click-through. Even better: a new tenant was procured. Score.
Challenge #3, the 22nd floor at 5 Bryant Park: Entice brokers and potential tenants to imagine what they could do with space that included two expansive outdoor terraces. How do you show someone the possibilities? If you’re Pace, you create a mailer with a classic 3D View-Master and slide reel showing pictures of some fun things you could do on your terrace, from bowling to zip-lining. Who doesn’t love a View-Master?
Three floors, three unique strategies. All in a day’s work for Pace.