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As SL Green embarked on its $50M redevelopment plan for its 500,000 SF office property at 750 Third Avenue, it contacted my team to help reshape the property’s beleaguered reputation along the East Side's less-than-desirable avenue. They had a grand vision for the ground floor that, once realized, would create a lively and activated arrival experience and ultimately drive more significant interest in the property.
Considering that many properties along Thrid were undergoing similar updates, we needed more support for what we were doing at 750. We found that strength in SL Green. As one of the largest landlords in the city, they have developed a reputation for excellence; regardless of the class of property, becoming part of the SL Green family opens opportunities.
The ground-floor experience would be well-appointed and managed. SL Green utilized existing relationships within its portfolio to occupy its F&B, which was curated by its in-house hospitality group. The building also housed a childcare center and wellness facility.
Additionally, the location was exceptionally convenient for hybrid workers. A stone’s throw from Grand Central, 750 offered a very convenient commute to/from the suburbs and within the city itself.
From a strategic standpoint, Third Ave needed a solid backbone to organize a message around the neighborhood, and SL Green was the group to do that. We recommended they work with their PR team to develop some thought leadership around what was happening along Third Ave and what that meant for the future of office space in the city.
We wanted to develop a brand identity for the building that would provide a jolt to the neighborhood and realign the property with its real target–younger employees looking for a good work/life balance, an easy commute, and a building that spoke their language.
Considering that many properties along Thrid were undergoing similar updates, we needed more support for what we were doing at 750. We found that strength in SL Green. As one of the largest landlords in the city, they have developed a reputation for excellence; regardless of the class of property, becoming part of the SL Green family opens opportunities.
The ground-floor experience would be well-appointed and managed. SL Green utilized existing relationships within its portfolio to occupy its F&B, which was curated by its in-house hospitality group. The building also housed a childcare center and wellness facility.
Additionally, the location was exceptionally convenient for hybrid workers. A stone’s throw from Grand Central, 750 offered a very convenient commute to/from the suburbs and within the city itself.
As SL Green embarked on its $50M redevelopment plan for its 500,000 SF office property at 750 Third Avenue, it contacted my team to help reshape the property’s beleaguered reputation along the East Side's less-than-desirable avenue. They had a grand vision for the ground floor that, once realized, would create a lively and activated arrival experience and ultimately drive more significant interest in the property.
The East Side of Manhattan has lost some shine in the wake of investment elsewhere in the city, primarily along the West Side. While improving, no avenue has felt the sting more than Third Avenue. Dated commodity properties that have not received the attention they deserve now find themselves scrambling to become relevant again. Because of that, the avenue is low on the list of places to tour. This is slowly changing, with owners investing heavily in their properties, primarily in the creation of amenity spaces or new lobbies. While this is a good thing for the area, generally speaking, it increases competition locally but hasn’t improved the neighborhood as a whole.
Considering that many properties along Thrid were undergoing similar updates, we needed more support for what we were doing at 750. We found that strength in SL Green. As one of the largest landlords in the city, they have developed a reputation for excellence; regardless of the class of property, becoming part of the SL Green family opens opportunities.
The ground-floor experience would be well-appointed and managed. SL Green utilized existing relationships within its portfolio to occupy its F&B, which was curated by its in-house hospitality group. The building also housed a childcare center and wellness facility.
Additionally, the location was exceptionally convenient for hybrid workers. A stone’s throw from Grand Central, 750 offered a very convenient commute to/from the suburbs and within the city itself.
From a strategic standpoint, Third Ave needed a solid backbone to organize a message around the neighborhood, and SL Green was the group to do that. We recommended they work with their PR team to develop some thought leadership around what was happening along Third Ave and what that meant for the future of office space in the city.
We wanted to develop a brand identity for the building that would provide a jolt to the neighborhood and realign the property with its real target–younger employees looking for a good work/life balance, an easy commute, and a building that spoke their language.
During our brand ideation, we enlisted one of Neoscape’s artists to develop hand-drawn illustrations and create fun and unexpected moments. The approach landed well with the client, and we were off to the races.
