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Exterior view of space with black and white digital content visible in between pillars

Unrealized Project

Recasting NYC’s Busiest District for Vornado

Client

Vornado Realty Trust

Challenge

Vornado Realty Group is the primary developer working to redevelop Manhattan’s Penn District through a series of complex, new building projects that merge transportation, workplace, retail, and entertainment. Until recently, the neighborhood has struggled to make substantive changes to return it to the glory of the early 20th century, when the original station anchored the district.

Opportunity

Via a methodical strategic process, reposition the district to reclaim its potential prowess in the minds of tenants, investors and public/private partners to incentivize enduring financial commitment. Then, design a commercial real estate sales gallery that manifests the district’s value proposition using engaging sensorial experiences that tap into both the heritage and the future and provide a renewed sense of place in parallel to multi-phase construction.
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