Developed as a public/private endeavor with The City of New York and RAL, Neoscape joined the project team to build a cohesive identity and campaign.
Zero Irving’s unique split between trophy office, civic innovation, and digital skills training space offers a full-circle ecosystem for future and current tech employees and companies. Anchored by a food hall and event space, the property fosters community engagement in a thriving neighborhood.
The property reached full occupancy in 2024.
Technically, Zero Irving is located on 14th Street, 124 E 14th St., to be exact. it doesn't exactly roll off the tongue. Thankfully, its location is perfectly positioned at the terminus of Irving Place. The building’s design makes the most of this, with its signature colored vertical strip along the western side of the building, visible from 25 blocks away.
The unique tenant mix provided a rare combination of training, graduation space, and trophy office space, with the potential for the lower floors to become a farm system for future tech employees. We leaned into this as much as possible.
While 14th Street has a generally positive reputation, it doesn’t compare to Irving Place. The decision was pretty easy to latch onto this and claim an anchor position with the vanity address of Zero Irving. From a strategic standpoint, this allowed us to align the property with an exclusive neighborhood for our trophy office users and link it with the idea that this was a unique building from a programming standpoint. We used the concept of zero to focus our messaging and drive home our primary differentiator.
Technically, Zero Irving is located on 14th Street, 124 E 14th St., to be exact. it doesn't exactly roll off the tongue. Thankfully, its location is perfectly positioned at the terminus of Irving Place. The building’s design makes the most of this, with its signature colored vertical strip along the western side of the building, visible from 25 blocks away.
The unique tenant mix provided a rare combination of training, graduation space, and trophy office space, with the potential for the lower floors to become a farm system for future tech employees. We leaned into this as much as possible.
Developed as a public/private endeavor with The City of New York and RAL, Neoscape joined the project team to build a cohesive identity and campaign.
Zero Irving’s unique split between trophy office, civic innovation, and digital skills training space offers a full-circle ecosystem for future and current tech employees and companies. Anchored by a food hall and event space, the property fosters community engagement in a thriving neighborhood.
The property reached full occupancy in 2024.
When the City invests in a private development, there’s bound to be some extra scrutiny, and Zero Irving was no different. Part of our challenge was to deal with the extra eyeballs from the local community. Conversely, we had the challenge of explaining why a private company paying top market rents would benefit from co-tenanting in a building with a significant public education component.
Technically, Zero Irving is located on 14th Street, 124 E 14th St., to be exact. it doesn't exactly roll off the tongue. Thankfully, its location is perfectly positioned at the terminus of Irving Place. The building’s design makes the most of this, with its signature colored vertical strip along the western side of the building, visible from 25 blocks away.
The unique tenant mix provided a rare combination of training, graduation space, and trophy office space, with the potential for the lower floors to become a farm system for future tech employees. We leaned into this as much as possible.
While 14th Street has a generally positive reputation, it doesn’t compare to Irving Place. The decision was pretty easy to latch onto this and claim an anchor position with the vanity address of Zero Irving. From a strategic standpoint, this allowed us to align the property with an exclusive neighborhood for our trophy office users and link it with the idea that this was a unique building from a programming standpoint. We used the concept of zero to focus our messaging and drive home our primary differentiator.
The design highlights the building’s vertical transportation on each floor with a different color, which is highly visible and lit at night. We used this to inspire the brand palette and reference it throughout the collateral.
