In 2020, One Vanderbilt will rise in the New York City skyline. The 1,401-foot tall office tower will command the highest commercial price-per-square-foot in New York City. Its central Manhattan location adjacent to Grand Central Terminal, stunning views and design, and high-tech infrastructure will create an unprecedented offering for an anchor tenant. But with over 20M square feet of new Manhattan office space entering the market in 2021, CO OP needed to establish One Vanderbilt as a once-in-a-lifetime offering.
One Vanderbilt is transformative. It will bring sunlight and a pedestrian plaza to the Midtown streetscape. It will decongest subway and Metro North traffic with underground passageways and subway access connected to Grand Central. But, in a noisy market crowded with new construction, true innovation—no matter how impactful—is hard to recognize. So CO OP created a classic New York brand that firmly places One Vanderbilt in the lineage of the city’s great, iconic skyscrapers.
Despite its novel construction and ingenious architecture, One Vanderbilt is a fundamentally New York skyscraper; the tapered tower, classic address, overall height and posture are reminiscent of the city’s greats (The Chrysler Building, One World Trade). “One City. One Vision. One Vanderbilt.” elevates the commercial offering by establishing One Vanderbilt as a public icon and creating a singular opportunity.
“Everything we designed for One Vanderbilt is sleek, cool, and contemporary—just like the building and the experience within. With the logo, though, we sought to tie those modern elements back to a classic, New York icon. The result is a brand that looks towards the future, but stays true to its roots.” — Jennifer Wallace, EVP / Client Director
Partner Point of View