Recasting NYC’s Busiest District for Vornado
Vornado Realty Trust
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.
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.
Connecting Penn’s Renaissance with Its Potential Future
Combining historical motifs with today’s latest technology and innovation, our team sought to position the district through the lens of a “Digital Renaissance.” Adapting historical ideas, we re-contextualized familiar objects and scenes with technology to explore a narrative that recasts the future of the district.
Understanding Our Audience
As part of the strategic phase of the project, our team conducted a variety of interviews with key stakeholders both at Vornado as well as our collective network of real estate experts to understand what the potential of the Penn District means. Having established the need for a massive leap forward, we defined how the concept of the Digital Renaissance could influence the design of a compelling sales gallery by connecting old and new. We began simply, harnessing a few simple geometric forms germane to Penn’s history–the arch, the step and signage rectangles–and catapulted them into the future.