229 West 43rd Street
New York, New York
After “The Old New York Times Building” was vacated by the newspaper, Gensler partnered with Blackstone Group to provide repositioning strategy, test fits, massing studies, and tailored marketing packages for the iconic building. Renovations yielded a 30,000-square-foot marketing center that doubles as a demonstration workplace, featuring showcase amenities—including an indoor bike path—and collaborative spaces centered around the theme “work is play,” to speak to the cultures and workstyles of prospective communications, media and technology tenants. Environmental graphics, inspired by the legacy of the building’s previous tenant—abstractions of newsprint, headlines and New York Times typography—become background for the next generation of media.