Background
Our client, a private partnership based in Washington, DC, acquired this 44-story, Class A, Skidmore, Owings & Merrill-designed architectural icon located in the heart of Times Square. To prepare for an anchor tenant renewal and stay competitive, ownership invested $40M in upgrades, including a new 27,000 SF Gensler-designed amenity center.
Challenge
Despite its iconic architecture and unmatched Times Square views, the neighborhood wasn’t appropriate for prime corporate offices. Working with the leasing team, we aimed to change that perception and highlight the building’s strengths—exceptional transit access, stunning views, flexible floor plates, committed ownership, and best-in-class amenities.
Solution
With the “Above & Beyond” campaign, we created an integrated marketing program showcasing the building’s unique advantages. We reimagined the on-site tour experience to instantly engage prospects and brokers: a distinctive string logo emphasized transit connectivity, vivid virtually-staged backlit imagery illustrated floor potential, and bold graphics and metrics reinforced the building’s value.
The Success
The campaign directly drove multiple leases and expansions, demonstrating its measurable impact
