Repositioning an Icon
Commercial real estate visionary Shorenstein acquired the former Apparel Center, a 1.2 million square-foot property at 350 N. Orleans in Chicago.
How do you overcome entrenched perceptions of a property and its confusing assortment of identities from past failed attempts at such change?
Ogee Platform Solution
Citing its expansive floor plates and robust infrastructure, Shorenstein described the property as ideal for businesses that are technology driven, require large, open workspaces, and have a young, urban employee base. Our strategists focused on 350’s unique competitive structural advantages to transform the brand from outdated apparel center to the vanguard of new work environments where collaboration, mobility and connectivity drive productivity.
The name and tagline of the building were changed to River North Point, At the Confluence of Business & Opportunity to reflect the property’s location at the intersection of the three branches of the Chicago River. To further bring the brand position to life and support Shorenstein’s aggressive financial goals, digital and traditional tactics featuring key messaging and brand driven visual strategies were delivered to internal client teams responsible for execution and engagement with brokers, prospects, and current tenants.
Ogee Platform Value
With a brand platform designed to address the shifts in work environments and employment trends, leadership teams have the tools to deliver a redefined experience that will change the perception of the property from tired Apparel Center to vibrant and efficient work environment that is attractive to forward-thinking businesses as well as the urban, tech-savvy workforce.