Located in Manhattan’s Garment District, 1407 Broadway is an office building with a long history of housing showrooms and fashion companies. Lightstone Group hired CO OP with a single challenge: How do you transform a dated Garment District building into the new tech hub of NYC for a new class of technology, advertising, media and information (TAMI) tenants?
CO OP’s approach was to rethink our audience and how we position this office building to them. During our research, we found this quote which hit to the heart of our approach: “The core job of the CEO is to create a space where people can do incredible work. When you think of the CEO’s job from that perspective, the office becomes a huge part of the job.” Jason Freedman, Founder of 42 Floors. As such, we wanted to focus on the next generation of talent in NYC; those who were ambitious, passionate, tech-savvy, and seeking a collaborative work environment.
“I’ve worked with CO OP on multiple branding assignments including our corporate rebrand, residential ground-up development, and commercial re-use development. Simply put, CO OP is an outstanding brand partner.
Firstly, their strategic creative approach aligned our stakeholders & project partners and generated innovative ideas that inspired all marketing activation. Secondly, their work generated measurable ROI. For our project their work helped our sales teams drive leases at a higher price per square foot and faster amount of time.
Finally, CO OP is a highly professional and talented group of people who are a pleasure to work with. They are one of the leading brand companies today due to these three reasons.”
– Mitchell Hochberg, President of The Lightstone Group
We developed a contest prompting people with the question “How do you picture the next workplace?” The winning submission was called “Looking Differently” and featured different images and illustrations of eyes. We developed that submission into a campaign and created a new visual identity and tools featuring iconography that represent different types of work activities. Today, 1407 Broadway is a building driven by ideas and collaboration and where dynamic collaboration and big ideas meet smart business.
Brand and Digital Activation
Website Strategy & Design
Advertising – Digital/Print
Print and Collateral Design
Signage & Wayfinding
square feet leased prior to renovation
prize for winning contest submission
square foot building
million dollar profit, successful sale to Shorenstein Company