New Work: Brookfield Place

June 16, 2014 at 11:08 am

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Located adjacent to the World Trade Center, Lower Manhattan’s World Financial Center needed to help make an area devastated by terrorism an irresistible destination, once again. Rising to that challenge, its owner, Brookfield Office Properties, oversaw a $250 million renovation project that reimagined the 8 million square-foot complex of office, retail and public space as a workplace of the future.

In order to realize these ambitious goals, the property needed a new name and identity, as well as an alluring marketing campaign to attract new tenants and lease 2 million square feet.

As a proud part of New York’s boisterous business landscape, we were eager to develop a campaign to support brand and sales communications across the site’s three phases of redevelopment. But to successfully reposition such a big property, we knew we’d need an equally big idea. We began by appointing a new name for the complex—Brookfield Place.

To tell the story of Brookfield Place, we then developed the theme “The World is Changing,” which was reinforced with an ultramodern approach to design, juxtaposing the vibrancy of effervescent colors against the sleekness of white space and airy typography. Building upon that theme, we developed a series of invitations to “be downtown.” The high profile, high-impact campaign was seamlessly executed across print and digital advertising, direct mail and email marketing, web and video.

The campaign proved to be exceedingly effective in driving sales. Within the first three months of phase one, 350,000 square feet were leased. Shortly thereafter, an additional 350,000 square feet were leased. Currently in phase two, Brookfield Place leasing remains strong, and the site has attracted renowned luxury retail and dining tenants. We are eager to spend more time at Brookfield Place upon the completion of its third phase, which is projected for 2015.