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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 Avenue of the Americas. The 27-story, 1.15
million s/f landmark tower in the heart of lower Manhattan’s Tribeca neighborhood is the former world
headquarters of AT&T. Dentsu Holdings shares the 16th floor of the Rudin owned and managed office building.
Leading construction firm Aragon Construction, served as construction manager. 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 café with a Koi fish tank and two hat-box shaped ‘think
tanks’ for strategy sessions.”
Other design details include over 40 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 inches 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, says 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,” Yavrouian said. The office tower is a major communications,
advertising and media hub. 32 Avenue of the Americas will soon also count global firms such as
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 CM for build outs on the 17th and 18th floors of 32 Avenue of the Americas. “It’s exciting to be working with
Dentsu, an innovative, influential, creative global brand, and it is great to again be teamed up with the talented
individuals at TPG Architecture and Rudin Management.”
Greg Smith of Cushman & Wakefield
brokered the deal on behalf of Dentsu.
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