In Real Estate, as in Most Markets, Nothing Beats Experience
How do you convince companies to see an empty building as their new home? That was the predicament facing Vornado as they set out to present their property, Fairfax Square, as a high-end, all-inclusive office space. What were their prospects supposed to look at when there was nothing to see?
After imagining what it would be like to work at Fairfax Square, our creative team landed on a way to turn the very problem—an empty space—into the solution. Indeed, the fact that there was nothing there provided us with the blank canvas we needed. To create an experiential art gallery.
And with the building’s enviable amenities and the location’s clear benefits, we had the perfect subject matter for the artwork. Luxury shopping. An intimate rooftop terrace. Corner offices with spectacular views. A state-of-the-art gym. Convenient interstate access. Rich fodder for our experiential graphics capabilities, which allowed us to present the “experience” of working at Fairfax Square in framed, oversized images. Big windows that turned an empty space into a creative event.
Real estate marketing has little to do with actual bricks and mortar real estate. It’s about lifestyle and experience. Creating a future in which people can see themselves.
In the case of Fairfax Square, that meant creating something out of nothing. We saw an art gallery where none existed. Our client envisioned one, too. And judging by the number of tenants who signed leases, it seems like the experience of working at Fairfax Square moved many gallery visitors as well. Even before they worked there.