Innovative marketing assets drive sales success in Midtown NYC.

1290 Avenue of the Americas is an adaptive refurbishment of an existing icon. Standing 43 stories high and encompassing 2 million square feet, this quintessential American skyscraper is centrally located at the heart of Midtown Manhattan, adjacent to Rockefeller Center and the iconic Radio City Music Hall.

Developer Vornado Realty Trust has completely modernised the building's infrastructure, for a new generation of office workers who prioritise wellbeing, connection and community. Vornado own a number of buildings in NYC and have devised a ‘members club’ offer, WorkLife by Vornado, whereby tenants can enjoy the shared amenities of any building within its portfolio, widening their professional and social networks.

1290 makes a significant contribution to that offer with flexible interiors which can be customised to suit tenants, a new rooftop garden and multi-use pavilion with stunning views of the city, and the potential for further branded offers at street level, attracting new audiences into the building.

Hayes Davidson collaborated closely with the Vornado team and architects Fogarty Finger to create a range of flexible, dynamic assets to support sales and marketing including cinemagraphs, animations, and films for phased use across websites, banners, and social media.

Alongside stills showing various fit-out options, we created an AR, interactive walkthrough tool to help prospective tenants look beyond the building’s existing dated cellular layouts and construction phase and visualise its future spaces. We modelled an experiential journey that began at the moment of arrival on the building’s signature 17th floor and rendered the entire space at a one-to-one scale showing open-plan and double-height interiors. The interactive asset was used on every single tour with prospective tenants and has contributed to the majority of the building being pre-let months in advance of completion.

A new lobby and triple-height glass curtain-wall entrance gives the building a greatly enhanced presence on Corporate Row. We produced informational axonometrics to explain the combination of lettable space available at ground and lower floors to prospective retail or leisure tenants, and show the potential for branding the separate entrance and dedicated reception to create an engaging identity at street level.

In line with a rapidly evolving urban workplace offer, we wanted to explore new ways of communicating 1290’s spaces to a target audience looking for something different. Our images illustrate a diverse and contemporary workforce enjoying social and community experiences - such as yoga on the terrace or relaxing in the rooftop garden - that transform workspace from a nine-to-five location to a destination.We explored the capabilities of AI to improve the realism and diversity of the people in the images to offer a more authentic visualisation of the new offer.

Films show the adaptability of the rooftop pavilion, modelling a variety of formal and informal scenarios from drinks parties to ‘lounge’ or ‘presentation’ modes and showing natural and ambient lighting throughout the day. An animation of the terrace garden conveys a peaceful oasis; an escape from the bustling city with spectacular views of NYC building icons.

An exceptionally collaborative client relationship with high levels of trust allowed us to explore and develop new techniques appropriate to a new era of workspace marketing.