Promoting the Rebirth of a Plaza District Address

SL Green transformed this boutique trophy asset in the Plaza District with a grand scale renovation—new lobby, interior arcade, exterior façade, new plazas and green spaces.

To kick off the rebranding of the property, we installed both exterior and interior construction-barricade signage, wrapping exterior scaffolds and interior lobby panels to boldly announce the coming of a Transformative Rebirth of a Signature Address. The phasing scheme of lobby/arcade construction required intricate planning and production of all displays so they could be easily relocated throughout the space as needed. A Building-Wide Redevelopment of Epic Proportions message supported the Transformative statement and was leveraged in all marketing communications.

• Branding
• Website
• Photography
• Interior / Exterior Signage
• Digital & Print Media
• Media Planning & Buying
• Custom Over-Sized Touch-Screen Development
• Marketing Center Installation
• Custom 3D Architectural Map Design & Research

Prior to the website launch,

we provided leasing brokers with a customized, interactive presentation for use in a touch-screen format. The presentation hardware was custom built and was the centerpiece of a beautifully-designed leasing center, where floor-to-ceiling rendering enlargements were installed. When 10E53.com launched, the on-site touchscreen was adapted to link to the website. The building’s comprehensive, strategic marketing campaign also included direct mail and email campaigns, online and traditional print advertising.