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New York Real Estate Journal |
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NEW YORK, NY Dentsu America: Inc., the North American Flagship of the largest advertising agency brand in the world,
has relocated from midtown Manhattan to 32 Ave. of the Americas. The 27story, 1.15 million s/f, tower is located
in the lower Manhattan's Tribeca.
Dentsu Holdings shares the 16th floor of the Rudin-owned
and managed office building. Leading construction firm Aragon Construction, serving as construction
manager, commenced pre-construction on Dentsu's new space in May and is scheduled to complete the
project by the end of October. Aragon has gut renovated the 50,000 s/f floor and, together with TPG Architecture,
created a sophisticated, comfortable, collaborative space for the Dentsu brand.
"In doing so, we've also delivered
on Dentsu's intention to take advantage of the cost-effective nature of the commercial real estate in lower
Manhattan," said senior project manager Richard McKay. "We've taken the space down to concrete floors
and stripped the ceilings out, and, are finalizing our build out of sleek loft like offices, a cafe with a Koi fish tank
and two hat-box shaped 'think tanks' for strategy sessions."
Other design details include over40 different light fixtures, back-lit glass,
a centralized pantry and open coffee bar to promote employee interaction, floating ceilings, raised floors, stone
walls, a 'living room,' which functions as another break-out space, and a step down middle area for the think-tank
rooms and work stations. Wall-mounted self- contained waterfalls are being installed at the end of several corridors, and the DIRTT system was utilized for the glass and metal office fronts. 3 Form acrylic, a clear resin material with large perforations that
allow light to filter through it, is being used in the elevator lobby and to form the brainstorming rooms.
"Between the dots of light coming through the acrylic, and the glass office fronts, there will be a tremendous
amount of natural light penetrating into the interior space," said, McKay, noting the effect is "Something that
is rarely achieved on a full floor with a foot print of this size."
Additionally, the think tank/brainstorming rooms
are built on platforms, 30" high, with lights reflecting underneath, creating the illusion that the rooms are suspended above ground;
likewise, the curved, hat-shaped roofs -- which drop down from the ceiling -- also appear to be floating.
"The combined effect," said, Steve Yavrouian, senior director of TPG Architecture, "Is one of the brainstorming
rooms materializing as glowing beacons of thought."
"The sunken staff area runs down the center of the office creating an
environment unto itself, one that Yavrouian describes as almost Central Park-like, with the offices -- which
are all glass fronted -- ringing the staff area. The openness of the space promotes team work and interaction;
as for color, incorporating some of Dentsu Worldwide's guidelines, there is a calmness to the general space
punctuated by vibrant colors," said, Yavrouian.
The office tower is a communications, advertising and media hub. 32
Ave. of the Americas will soon house firms RAI Corp., Bartle Bogle Hegarty, TMobile and MCI WorldCom as
neighbors.
"With a job of this nature, the challenge is always securing the approvals due to the building's landmark status,
but we have considerable experience navigating these waters," said, Aragon president and founder Alex
Getelman, noting Aragon also served as construction manager for build outs on the 17th and 18th floors of 32 Ave. of the Americas.
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