5 Bryant Park is a premier office tower in Midtown Manhattan, featuring impressive views of Bryant Park. The leasing team at Equity Office hired Pace when several floors became available in this trophy building, to help market the space to brokers and potential tenants. The client presented us with three very distinct challenges – and three tremendous opportunities to create some fun and impactful work!
Exterior, 5 Bryant Park, Manhattan. Courtesy: NY Post Brian Zak
Challenge #1, the 9th Floor at 5 Bryant Park: Create excitement for a raw floor with poor lighting, unfinished concrete floors and boring white walls. We’ve shared about this particular project before on this blog – you can read more about it here. Essentially, we staged the space to create excitement and make it attractive to TAMI and other tech/creative tenants. The client entrusted us with every aspect of design inspiration, from floors paved with celebrity tributes to NYC to steel columns filled with books. The 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.
The 9th floor at 5 Bryant Park, staged by Pace
A few different views of the 9th floor leasing environment created by Pace for 5 Bryant Park
Challenge # 2, the 29th floor at 5 Bryant Park: Ensure a good turnout for a broker party to showcase the space. Working with Equity Office, we developed a sneaker giveaway for brokers. The catch? They had to visit the space to get their shoes. We created an evite 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.
Evite and other collateral for broker’s party and sneaker giveaway on the 29th floor at 5 Bryant Park, created by Pace
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 of a full-floor opportunity that includes two unique outdoor spaces? If you’re Pace, you let your imagination run wild. We created a mailer that included a classic 3D View-Master, with a slide reel showing pictures of some fun (and maybe a little over-the-top) things you could do on your terrace, from bowling to zip-lining. Who doesn’t love a View-Master?
Mailer with classic 3D View-Master and slide reel created by Pace for 22nd floor at 5 Bryant Park