11 East 26th Street is the brainchild of Rockrose Development, which is directly overlooking Madison Square Park along its northern edge. By combining two pre-war buildings, 11 and 15 26th Street, they wanted to create a boutique office property focused on an unprecedented level of hospitality. They came to Neoscape and my team to bring their vision to market.
The first thing that jumps out at you is the prime location. Centrally located along the park's northern edge, the building(s) offers stunning views of the park year-round, so we had that in the bag.
The biggest differentiator beyond our location was Rockrose’s redevelopment plan for the project. Along the ground level, a new lobby that combined the two previously separate lobbies into a single arrival experience while restoring the buildings’ historic facades in the process.
Above that, on the second floor, was their next big investment: an amenity floor in the style of a members-only club. There was a lounge with bar and food service, private whiskey lockers, and a fitness center complete with spa-level locker rooms.
As the final component, the roof transformed into a terrace with indoor/outdoor conferencing space. A portion would be private, while the rest would be open to all tenants.
With interest in office space lagging, it was critical to present an approach to office space that had a bit extra to create that desire to spend time in the building. From the outset, our conversations revolved around the desire to cultivate a brand that focused on a high-end, service-driven office experience. Most importantly, that experience needed to be delivered.
The first thing that jumps out at you is the prime location. Centrally located along the park's northern edge, the building(s) offers stunning views of the park year-round, so we had that in the bag.
The biggest differentiator beyond our location was Rockrose’s redevelopment plan for the project. Along the ground level, a new lobby that combined the two previously separate lobbies into a single arrival experience while restoring the buildings’ historic facades in the process.
Above that, on the second floor, was their next big investment: an amenity floor in the style of a members-only club. There was a lounge with bar and food service, private whiskey lockers, and a fitness center complete with spa-level locker rooms.
As the final component, the roof transformed into a terrace with indoor/outdoor conferencing space. A portion would be private, while the rest would be open to all tenants.
11 East 26th Street is the brainchild of Rockrose Development, which is directly overlooking Madison Square Park along its northern edge. By combining two pre-war buildings, 11 and 15 26th Street, they wanted to create a boutique office property focused on an unprecedented level of hospitality. They came to Neoscape and my team to bring their vision to market.
At times, it felt that choosing which address to use for the combined property would be an insurmountable challenge. Joking aside, the biggest challenge was bringing to market a property that was heavily focused on an amenity package. The approach is not novel, but the execution and Rockrose’s focus on offering something a cut above the rest would ultimately prove to be a major differentiator.
The first thing that jumps out at you is the prime location. Centrally located along the park's northern edge, the building(s) offers stunning views of the park year-round, so we had that in the bag.
The biggest differentiator beyond our location was Rockrose’s redevelopment plan for the project. Along the ground level, a new lobby that combined the two previously separate lobbies into a single arrival experience while restoring the buildings’ historic facades in the process.
Above that, on the second floor, was their next big investment: an amenity floor in the style of a members-only club. There was a lounge with bar and food service, private whiskey lockers, and a fitness center complete with spa-level locker rooms.
As the final component, the roof transformed into a terrace with indoor/outdoor conferencing space. A portion would be private, while the rest would be open to all tenants.
With interest in office space lagging, it was critical to present an approach to office space that had a bit extra to create that desire to spend time in the building. From the outset, our conversations revolved around the desire to cultivate a brand that focused on a high-end, service-driven office experience. Most importantly, that experience needed to be delivered.
Every piece of collateral was thoughtfully considered. The print book was the one element where we were allowed to go to town. Always a fan of our print pieces, Rockrose allowed us to layer in quite a few nice touches to elevate the final piece.
