Silverstein Properties Needed Some Help
Polishing a 100 Year-Old Gem
AT 103 YEARS OLD, YOU’D NEED A FACELIFT TOO
When Silverstein Properties approached us to assist in repositioning a century-old icon in New York City, we looked to the past for cues. Drawing on the building's incredible architecture, rich history, and grand vision for the future of 120 Broadway, we developed a campaign that married the beautiful Classic Style with the promise of Modern Luxury.
The new lounge and café on the 40th floor will occupy the space of the former Bankers Club, an institution dating back to the building's opening in 1914. Our research uncovered a treasure trove of primary sources including menus, invitations, and advertisements, including this one featuring the former Club's cigar counter. A bit more digging and a few auctions later, we found ourselves the proud owners of a century-old original cigar box from The Bankers Club. We faithfully recreated the custom lettering and monogram found on the inside lid as the foundation of our sub-branding.
Sell The Dream
To further help tell the story of 120 Broadway, we took a vacant 50,000 SF floor and turned it into an interactive tour experience. From furniture to presentation graphics, video walls to foosball tables, this space has become the central meeting point for brokers to share the vision for what is to come at this historic property.